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Cool is a Big Word - Heineken on Making Moderation Trendy
Anuraag Trikha will talk about Heineken's role in making moderate drinking cool, including the challenges and successes of these campaigns. Heineken has earmarked responsible consumption as one of its four key areas in its "Brewing a Better Future" pledge. But the key is how to promote moderation successfully. It has to be made cool. It has to be fresh and current.
Anuraag is Heineken's global brand communication director. The last 22 years, before joining Heineken, he helped shaping companies such as Unilever, Proctor &Gamble, Diageo, Fiat, and Yum International.