How can Heineken improve the working conditions of their promotion girls located in Thailand and truly add value to their lives?
The key to solving Heineken’s challenges lay in bringing together the two different realities of the Beer Girls and Heineken’s local management. Co-creation and awareness unlocked new opportunities for happy employees and brand reputation management.
We dived into the world of Beer Promotion to understand the challenges the ‘Beer Girls’ face. We facilitated co-creation processes with the Beer Girls supporting them to design their own solutions, linking these to the challenges local management was encountering within the Thai market. Together we came up with a strategy that created value for the promotion girls and the Heineken brand.
- Improving the working conditions of Heineken Promotion Girls in Thailand, contributing to their health, safety, personal development and professional skills, boosting their confidence and empowerment
- Supporting a meaningful marketing campaign for Heineken run by committed brand ambassadors
- Building on customer satisfaction and sales: a more committed, energetic and functioning promotions team, leaded to a productive leading, increased sales and brand equity