While Carlsberg manufactures beer-based hair care products, another beer giant Heineken is launching fashion pieces in collaboration with American local retailers.
In the time of the London Design Festival 2014, beer brand Heineken will once again demonstrate its passion for creativity, design and night life. Twenty young urban, interior and light designers from Warsaw, New York, Mexico City and Singapore, earlier commissioned by the brand, will represent their project of a branded pop-up lounge bar which will travel the world after its debut in London.
Following the launch of the global “Where is Next” social compass that is designed to help people discover some hottest clubs and pubs in their city, Heineken is rolling out the “Routine Interruptions” effort in the USA to help urban dwellers re-discover their area. The new experience comes as part of an ongoing “Cities of the World” campaign, launched this spring.
Heineken USA is rolling out the “Best Tasting Light” campaign for its light beer starring American actor, three-time Emmy award winner Neil Patrick Harris. The concept of the effort derives from the high recognition of Heineken Light as the “Best Low Calorie Lager” at the 2013 World Beer Championships, promoting the fuller taste of reformulated, but still low calorie beer.
Heineken is rolling out a new geo-centric digital effort called “Where Is Next” that comes as part of the “Cities of the World” campaign, started in mid-May. The new activation, devised in collaboration with R/GA London, uses the hash tag @wherenext across several social-media sites as a a social compass that lets users discover the hottest locations across their cities each night.