Heineken drops ‘Open Your World’ as it launches new marketing strategy

Heineken is getting rid of taglines in a new marketing strategy that sees it embrace clichés and appeal to millennials.
Heineken’s ‘Open Your World’ tagline has been around since 2011, with campaigns under the strapline helping it win two Cannes Lions awards. But when the brand conducted its annual brand testing last year it found that for the first time the campaign wasn’t working.
That was because the target 25- to 34-year-old consumer had shifted, meaning the m