The phrase that turned the Internet upside down.

We realized that the phrase that has been with us for many years “consume responsibly”, has another meaning, a meaning that sums up Heineken's purpose: to provide a better world.

So we have made this message bigger and created a social movement with companies that also used that phrase, but perhaps didn't live up to what it said.

The campaign wants to establish a dialogue with our public and with companies to move the debate to those who can make this world greener.