Minimal Event Metadata

• Organisation: Heineken (70 countries; 178 markets served by National/Local Marketing Managers)
• Brand: Sol Cerveza
• Situation: Internally perceived as an “orphan brand” with low credibility and questioned distinctiveness; local marketers deprioritise it versus other products.
• Intent: “One last chance” to convert scepticism into entrepreneurial action and revive the brand’s rebel spirit.
• Budget: €150,000 max for internal branding event.

Qualification Assessment

Fit: YES — strong fit for a behaviour-change event intervention because the core challenge is belief + agency + commitment (not information transfer), with clear success criteria and constraints.

Questions Prepared for Sponsor

1. In 90 days after the event, what 3 measurable outcomes define success?
2. Who must attend and what local decision power do they control?
3. What constraints exist besides €150k (timing/location/compliance/travel/language) and what is explicitly allowed under “no dogmas”?