MUMBAI: When beer meets bots, things get fizzy fast. In a bold shake-up of its global shopper marketing playbook, Heineken® has handed the keys to WPP, appointing it as the global shopper marketing and commerce partner for its entire beer bouquet-including Heineken®, Heineken® 0.0, and the sparkling new Heineken® Silver.
The move adds another frothy layer to WPP's ongoing relationship with Heineken and plants the agency group squarely at the intersection of retail, AI and beer-fuelled brand storytelling. The charge will be led by VML Amsterdam, the creative shop tasked with giving beer lovers everywhere a more compelling reason to grab a bottle or two.
The real power behind the pint? WPP Open, the company’s AI-powered operating system. It’ll steer everything from in-store magic to in-bar brand presence and ecommerce razzle-dazzle. Expect smarter retail activations, Formula 1-fuelled engagement, and UEFA Champions League-level spectacle in your next six-pack.
"We were impressed by WPP's deep capabilities in shopper marketing, including their ability to drive higher efficiencies through WPP Open, underpinned by advanced AI. In addition, WPP’s creativity and deep understanding of the Heineken® brand makes them the right partner to increase the impact of shopper touchpoints in our marketing mix, strengthening connections with consumers and drive sustainable growth," said BTL Heineken Brand global head Rutger van der Stegen.
The WPP crew will operate from their Amsterdam Campus and collaborate closely with the global Heineken® team to roll out campaigns in key markets worldwide. This goes beyond ads—we’re talking integrated shopper journeys, tailor-made for taprooms and TikTok feeds alike.
WPP Netherlands chief client officer and Heineken global client lead, Rogier Leliveld added, "We could not be prouder to expand our partnership with Heineken® and leverage WPP Open's AI capabilities to create world-class experiences for its brands... With the added excitement of UEFA Champions League and F1, the potential of this partnership is tremendous."
WPP already has skin in the game. Ogilvy manages Heineken brand work in markets like Brazil, Spain and Mexico, while Design Bridge and Partners handled the brew giant’s 150 anniversary campaign. Now, with AI on tap and commerce in the crosshairs, Heineken® looks set to pour itself straight into the hearts—and shopping baskets—of millions.
