Heineken introduces 'Good Times' as a new metric in their brand performance report.

Heineken, one of the most recognized beer brands in the world, is no longer solely focused on how much beer they sell. The Dutch brewer has embarked on a new path, now aiming to deliver 'Good Times' to their consumers. This unusual yet intriguing metric could revolutionize the future of brand strategies.

In collaboration with Dr. Chris Brauer from Goldsmiths, University of London, Heineken has developed a new metric based on five core indicators: openness, experiencing elevated moments, quality of social interaction, balance and moderation, and a sense of purpose.

According to Brauer, these measures and their underlying 15 factors are essential for experiencing 'Good Times'. This new insight will be part of Heineken's ongoing strategy to track the brand, executed by Kantar. This approach was validated through consumer research in six key markets - the United Kingdom, the United States, the Netherlands, Vietnam, South Africa, and Brazil.

A study by Heineken revealed that 87% of consumers believe it is now more important than ever to enjoy 'Good Times'. Therefore, the introduction of this metric is a significant step to ensure that Heineken can contribute to this.

Brauer describes measuring 'Good Times' as a "previously unstudied human need." He emphasizes that the company demonstrates that it is not just about selling beer, but also about creating social moments that evoke joy and happiness.

Heineken's new metric was unveiled during the launch of a campaign celebrating their 150th anniversary. With this, the brand aims to remind people that it is not only about the consumption of beer but also about celebrating moments and making meaningful connections.

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