By Natalie Mortimer

Heineken has for decades associated itself with music to push its beer to its core audience but has now set course on a new strategy of co-creating musical experiences as it looks to avoid getting “left behind” at festivals and events.

The beer brand has kicked off a new global campaign named #LiveYourMusic, created in partnership with Publicis Worldwide, to secure its position within live music and encourage millennials to get out and enjoy music in a social setting rather than streaming music alone.

The advert shows a number of people in various settings singing alone badly to Queen’s ‘Bohemian Rhapsody’, before Read full story ›

Source: The Drum