Case Study

HeinekenThis one is on us


People can stay in control of their alcohol intake and steer clear of the effects of going too far when they drink water on a night out. But we all know that the social stigma around drinking water prevents us from being sensible. So, Heineken took it upon themselves to nudge people to drink responsibly by making moderation quick, easy and enjoyable with their This One Is On Us campaign.

The idea was launched at the Holland Heineken House during the Rio Olympics. The brand gave customers a complementary cup with every beer, which slotted neatly onto the neck of the bottle. They were then able to fill the cup with free water from a beer-style tap at the bar. So they didn’t have to wait, pay or go out of their way to stay hydrated.

Off the back of the campaign, the recyclable, re-usable cups were rolled out globally. Every Heineken office received them first, and Heineken events and likeminded bars and venues worldwide shortly followed.

BEHAVIOURAL ECONOMICS USED

Perhaps a little overt for some than genuine PRIMING, which is behaviour influenced by cues that work subconsciously, but the mere presence of water will subconsciously influence drinkers consumption of the hard stuff.

Case Study

SavenciaEn Cas de Caprice


Customers often don’t respond well to restrictive and directive dietary advice. But research studies have shown that portion control and mindful eating strategies could be the way forward, helping people to have more control over their food and calorie intake. And that’s what cow-milk soft cheese makers and leader of the market, En Cas de Caprice, did.

They wanted to get involved with the global strategy to help people adopt a healthy diet. So, they used the Nudge Strategy on its easy-to-portion log-shaped cheese. Using lines printed onto their packaging to visually show the recommended 15g portions, they were able to promote mindful eating.

Results

  • Home use consumer study comparing a standard product with En Cas de Caprice demonstrated that the nudge approach significantly impacts consumer behaviour and leads to a better control of the quantity consumed per serving (-13%) and during 5 days (-28%)
  • A general awareness by the consumer of the amount of cheese to consume is also obtained

BEHAVIOURAL ECONOMICS USED

This is a very interesting use of ANCHORING to encourage mindful eating. In anchoring we use benchmarks to evaluate options, no matter how arbitrary the anchors may be. The simple line anchors us to the right size and portions. Everything above this is gluttony – yum!