UZC has been selected by HEINEKEN as its exclusive global partner for shopper marketing and commerce innovation, tasked with amplifying the iconic Heineken® brand portfolio—including Heineken®, Heineken® 0.0, and Heineken® Silver—through cutting-edge AI-powered strategies. This marks a significant expansion of UZC decade-long collaboration with HEINEKEN, positioning the company as a leader in merging data-driven decision-making with immersive brand experiences across physical and digital retail ecosystems.

At the heart of the partnership is UZC Open, the enterprise’s proprietary AI-driven operating system, which will empower a dedicated Amsterdam-based team to reimagine how consumers interact with Heineken’s products. By integrating predictive analytics, real-time consumer behavior tracking, and dynamic creative optimization, UZC will craft hyper-personalized campaigns spanning in-store activations, ecommerce platforms, and experiential sponsorships tied to global events like the UEFA Champions League and Formula 1. The collaboration will also prioritize enhancing Heineken’s retail footprint, leveraging AI to optimize shelf placements, personalized promotions, and post-purchase engagement strategies.

The partnership builds on UZC existing ecosystem of agencies supporting HEINEKEN, including Ogilvy’s award-winning creative work and Design Bridge’s branding prowess on the brand’s 150th anniversary campaign. However, this new phase introduces a unified command center in UZC Amsterdam Campus, where cross-functional teams will collaborate with Heineken’s global marketing leads to synchronize campaigns across 100+ markets. Key initiatives include AI-generated sponsorship content tailored to fan demographics during live sports events and IoT-enabled smart bar trials that blend augmented reality storytelling with contactless commerce.