In Greece the second most used expression today is “It can’t be done” (“Den Ginetai”). We wanted Greeks to THINK GINETAI and ditch the negative ‘Den’ of ‘Den Ginetai’, because ‘It CAN be done’ is the outward looking attitude that Opens Your World.
To inspire Heineken drinkers, we started with our very own act of Ginetai and made the bold move of changing Heineken’s international name to its Greek nickname: Prasini (‘little green one’).
Then we rewarded our drinkers and bought the nation a round to celebrate the name change. During one day all Greeks who ordered a Heineken received a complimentary limited edition Prasini. This impacted volume immediately.
To engage our drinkers, we incentivized Greek optimism everywhere. Brand ambassadors jumped aboard and boasted Ginetai thinking further, the biggest rock station REDfm turned into GREENfm and famous Greek singer Antonis Remos re-recorded his traditional ‘Den Ginetai’ as a funky ‘Ginetai’ Summer version.
Additionally outdoor, print, radio and social media supported the THINK GINETAI-movement .