As the most exported beer in the world, Heineken confronts three obstacles when enhancing market penetration. Saturation of conventional communication channels, varying degrees of market darkness and local diversity of brand perception all inhibit awareness of the brand.

JHP devised strategies for the enhancement of the brand perspective based on experiential association. Bars, restaurants and leisure events such as the 'Star bar' music venue Barcelona, the 'Green house' pub New York and the Montreux jazz bar have been designed as backdrops for the subtle dissemination of the brand's muscles and icons.

The references are not so much subliminal as 'deep under cover'.