How Heineken’s evolving music strategy aims to ensure it doesn’t get ‘left behind’
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
