{"id":57487,"date":"2025-10-23T14:56:02","date_gmt":"2025-10-23T12:56:02","guid":{"rendered":"https:\/\/www.danstapub.com\/?p=57487"},"modified":"2025-10-23T14:56:02","modified_gmt":"2025-10-23T12:56:02","slug":"heineken-rebaptise-bars-the-office","status":"publish","type":"post","link":"https:\/\/www.danstapub.com\/heineken-rebaptise-bars-the-office\/","title":{"rendered":"Heineken rebaptise des bars \u201cThe Office\u201d pour pouvoir boire&#8230; au bureau"},"content":{"rendered":"<p class=\"p3\" style=\"text-align: justify;\"><strong>Alors que certaines entreprises insistent pour faire revenir leurs employ\u00e9s au bureau, <span class=\"s2\">Heineken<\/span> prend le contre-pied total.<\/strong><\/p>\n<p class=\"p3\" style=\"text-align: justify;\">Avec sa nouvelle campagne britannique, la marque rebaptise temporairement des pubs en <span class=\"s2\"><b>\u201cThe Office\u201d<\/b><\/span> pour rappeler aux travailleurs hybrides ce qu\u2019ils ratent vraiment : les moments de d\u00e9tente (et les pintes) entre coll\u00e8gues.<\/p>\n<h3 style=\"text-align: justify;\">Quand \u201crester au bureau\u201d devient une bonne excuse<\/h3>\n<p class=\"p3\" style=\"text-align: justify;\">L\u2019id\u00e9e est aussi simple que brillante : transformer l\u2019expression \u201cje suis encore au bureau\u201d en un clin d\u2019\u0153il complice. Dans plusieurs villes du Royaume-Uni, <span class=\"s2\"><b>cinq pubs ont \u00e9t\u00e9 renomm\u00e9s \u201cThe Office\u201d<\/b><\/span> \u00e0 Londres, Manchester, Liverpool et Glasgow. Une op\u00e9ration pleine d\u2019autod\u00e9rision, pile dans la veine humoristique de la marque.<\/p>\n<p class=\"p3\" style=\"text-align: justify;\">Derri\u00e8re cette blague se cache une r\u00e9alit\u00e9 : <span class=\"s2\"><b>46 % des travailleurs hybrides d\u00e9clarent regretter les \u00e9changes informels avec leurs coll\u00e8gues<\/b><\/span>. Ces discussions de couloir, ces d\u00e9briefs improvis\u00e9s ou ces blagues autour d\u2019un verre \u00e9taient bien plus importantes qu\u2019on ne le pensait.<\/p>\n<div class=\"jetpack-video-wrapper\">\n<div class=\"cs-embed cs-embed-responsive\"><iframe title=\"Heineken is calling people back to the office\u2026 but not In the way you might think\" width=\"1160\" height=\"653\" src=\"https:\/\/www.youtube.com\/embed\/7P9un2ESPRk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div>\n<p class=\"p3\" style=\"text-align: justify;\"><span style=\"text-decoration: underline;\"><strong><span style=\"color: #00ccff; text-decoration: underline;\"><a style=\"color: #00ccff; text-decoration: underline;\" href=\"https:\/\/www.danstapub.com\/tag\/heineken\/\" target=\"_blank\" rel=\"noopener\">Heineken<\/a><\/span><\/strong><\/span> veut donc raviver cette culture de la convivialit\u00e9 post-bureau, celle du fameux \u201cafter work\u201d qu\u2019on avait un peu perdu depuis la pand\u00e9mie.<\/p>\n<p class=\"p3\" style=\"text-align: justify;\">Pour encourager le mouvement, la marque offre une <span class=\"s2\"><b>bi\u00e8re gratuite (Heineken ou 0.0)<\/b><\/span> \u00e0 tous ceux qui s\u2019inscrivent sur le site de l\u2019op\u00e9ration, \u00e0 partager avec jusqu\u2019\u00e0 trois coll\u00e8gues dans plus de <span class=\"s2\"><b>1 000 pubs partenaires<\/b><\/span>. Et pour les buveurs d\u2019\u00c9cosse et du Pays de Galles, un QR code en pub permet de tenter de gagner du merchandising exclusif.<\/p>\n<h3 style=\"text-align: justify;\">Une campagne qui m\u00eale humour, nostalgie et strat\u00e9gie<\/h3>\n<p class=\"p3\" style=\"text-align: justify;\">Si cette op\u00e9ration amuse, elle est surtout redoutablement bien pens\u00e9e. Depuis plusieurs ann\u00e9es, Heineken s\u2019impose comme une marque qui <span class=\"s2\"><b>utilise l\u2019humour pour aborder des sujets de soci\u00e9t\u00e9<\/b><\/span> : \u00e9quilibre vie pro\/perso, solitude urbaine, ou encore pression sociale autour du travail. Ici, la marque fait un pas de plus en transformant une tension du monde moderne en opportunit\u00e9 conviviale.<\/p>\n<p><strong>LIRE AUSSI :<\/strong> <span style=\"text-decoration: underline;\"><strong><span style=\"color: #00ccff; text-decoration: underline;\"><a style=\"color: #00ccff; text-decoration: underline;\" href=\"https:\/\/www.danstapub.com\/red-bull-repond-ia-campagne-folie-humaine\/\" target=\"_blank\" rel=\"noopener\">Red Bull r\u00e9pond \u00e0 l\u2019IA avec une campagne qui c\u00e9l\u00e8bre la folie humaine<\/a><\/span><\/strong><\/span><\/p>\n<p class=\"p3\" style=\"text-align: justify;\">Avec cette campagne, Heineken s\u2019appuie aussi sur une donn\u00e9e \u00e9conomique s\u00e9rieuse : selon un <span class=\"s2\"><b>rapport du CEBR (Centre for Economics and Business Research)<\/b><\/span>, la valeur \u00e9conomique des \u201cafter-work\u201d pourrait atteindre <span class=\"s2\"><b>pr\u00e8s de 29 milliards de livres sterling en 2025<\/b><\/span> au Royaume-Uni. En clair, boire une bi\u00e8re entre coll\u00e8gues, ce n\u2019est pas juste bon pour le moral, c\u2019est aussi bon pour le PIB.<\/p>\n<p class=\"p3\" style=\"text-align: justify;\">En rebaptisant les pubs \u201cThe Office\u201d, la marque r\u00e9ussit donc \u00e0 <span class=\"s2\"><b>connecter sa promesse produit (la convivialit\u00e9)<\/b><\/span> avec une r\u00e9flexion plus large sur notre rapport au travail.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-large wp-image-57488\" src=\"https:\/\/www.danstapub.com\/wp-content\/uploads\/2025\/10\/heineken-office-pub-1040x585.jpg\" alt=\"\" width=\"1040\" height=\"585\" srcset=\"https:\/\/www.danstapub.com\/wp-content\/uploads\/2025\/10\/heineken-office-pub-1040x585.jpg 1040w, https:\/\/www.danstapub.com\/wp-content\/uploads\/2025\/10\/heineken-office-pub-800x450.jpg 800w, https:\/\/www.danstapub.com\/wp-content\/uploads\/2025\/10\/heineken-office-pub-300x169.jpg 300w, https:\/\/www.danstapub.com\/wp-content\/uploads\/2025\/10\/heineken-office-pub-1536x864.jpg 1536w, https:\/\/www.danstapub.com\/wp-content\/uploads\/2025\/10\/heineken-office-pub-120x68.jpg 120w, https:\/\/www.danstapub.com\/wp-content\/uploads\/2025\/10\/heineken-office-pub-90x51.jpg 90w, https:\/\/www.danstapub.com\/wp-content\/uploads\/2025\/10\/heineken-office-pub-320x180.jpg 320w, https:\/\/www.danstapub.com\/wp-content\/uploads\/2025\/10\/heineken-office-pub-560x315.jpg 560w, https:\/\/www.danstapub.com\/wp-content\/uploads\/2025\/10\/heineken-office-pub-1160x653.jpg 1160w, https:\/\/www.danstapub.com\/wp-content\/uploads\/2025\/10\/heineken-office-pub.jpg 1920w\" sizes=\"(max-width: 1040px) 100vw, 1040px\" \/><\/p>\n<h3 style=\"text-align: justify;\">Heineken, championne du marketing de la camaraderie<\/h3>\n<p class=\"p3\" style=\"text-align: justify;\">Ce coup marketing s\u2019inscrit dans une longue s\u00e9rie de campagnes o\u00f9 <span style=\"text-decoration: underline;\"><strong><span style=\"color: #00ccff; text-decoration: underline;\"><a style=\"color: #00ccff; text-decoration: underline;\" href=\"https:\/\/www.danstapub.com\/tag\/heineken\/\" target=\"_blank\" rel=\"noopener\">Heineken<\/a><\/span><\/strong><\/span> cultive un ton bienveillant et malin. On se souvient de <span style=\"text-decoration: underline;\"><span style=\"color: #00ccff; text-decoration: underline;\"><a style=\"color: #00ccff; text-decoration: underline;\" href=\"https:\/\/creapills.com\/heineken-decapsuleur-connecte-20231026\" target=\"_blank\" rel=\"noopener\"><span class=\"s2\"><b>\u201cThe Closer\u201d<\/b><\/span><\/a><\/span><\/span>, une publicit\u00e9 prim\u00e9e en 2022 o\u00f9 une bi\u00e8re \u00e9teignait automatiquement les ordinateurs pour forcer les employ\u00e9s \u00e0 d\u00e9crocher. Ou encore de ses campagnes sur la mod\u00e9ration et la bi\u00e8re sans alcool, qui ont contribu\u00e9 \u00e0 repositionner la marque comme une ic\u00f4ne de convivialit\u00e9 responsable.<\/p>\n<p class=\"p3\" style=\"text-align: justify;\">Avec \u201cThe Office\u201d, Heineken poursuit cette approche : <span class=\"s2\"><b>proposer un message positif, ancr\u00e9 dans la vraie vie<\/b><\/span>, et surtout, rappeler que le lien humain reste au c\u0153ur de la culture du travail. \u00c0 l\u2019heure o\u00f9 beaucoup de marques peinent \u00e0 trouver le bon ton sur le sujet du \u201cretour au bureau\u201d, Heineken r\u00e9ussit \u00e0 faire passer un message f\u00e9d\u00e9rateur sans jamais se prendre trop au s\u00e9rieux.<\/p>\n<p class=\"p3\" style=\"text-align: justify;\">Et franchement, entre une r\u00e9union Zoom et un verre entre potes, on sait tous quel \u201coffice\u201d on pr\u00e9f\u00e8re.<\/p>\n<p><strong>LIRE AUSSI :<\/strong> <span style=\"text-decoration: underline;\"><strong><span style=\"color: #00ccff; text-decoration: underline;\"><a style=\"color: #00ccff; text-decoration: underline;\" href=\"https:\/\/www.danstapub.com\/magners-billboard-or-pele-bouteilles-cidre\/\" target=\"_blank\" rel=\"noopener\">Magners cr\u00e9e un billboard en or qui se p\u00e8le comme ses bouteilles de cidre<\/a><\/span><\/strong><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alors que certaines entreprises insistent pour faire revenir leurs employ\u00e9s au bureau, Heineken prend le contre-pied total. Avec sa nouvelle campagne britannique, la marque rebaptise temporairement des pubs en \u201cThe&hellip;<\/p>\n","protected":false},"author":4,"featured_media":57489,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1621],"tags":[661,157,505,133,1276],"sponsor":[],"class_list":{"0":"post-57487","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-activation","8":"tag-activation","9":"tag-alcool","10":"tag-boisson","11":"tag-heineken","12":"tag-royaume-uni"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Heineken rebaptise des bars \u201cThe Office\u201d pour pouvoir boire... au bureau<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.danstapub.com\/heineken-rebaptise-bars-the-office\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Heineken rebaptise des bars \u201cThe Office\u201d pour pouvoir boire... au bureau\" \/>\n<meta property=\"og:description\" content=\"Alors que certaines entreprises insistent pour faire revenir leurs employ\u00e9s au bureau, Heineken prend le contre-pied total. 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