Heineken’s SP Lager Fights Malaria with Innovative Packaging

It's marketing 101 to know your consumer – what they care about, who they trust and what their routines look like. But having a deep understanding of consumer behavior can do more than help your organization push more product — it can also help solve pressing social or environmental issues.

Heineken's SP Lager, popular in Papua New Guinea, has launched a new effort to fight malaria grounded on the insight of how its consumers like to enjoy their beer. The brand found that consumers in that region prefer to drink beer in the evening by a bonfire, using the empty beer boxes as fuel. Yet, this tradition of being outside also means consumers are more exposed to malaria-carrying mosquitoes – compounded with the fact that researchers found beer actually attracts mosquitoes.

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