How Heineken made moderation cool

This event report shows how Heineken, the beer brand, tapped the popularity of electronic dance music to encourage moderation among millennials.

How Heineken made moderation cool

Stephen WhitesideWarc

Electronic dance music (EDM) is one of the hottest trends among millennials, making it a natural area for Heineken to insert its brand.

But rather than simply slap a logo on some existing EDM events or organise its own hedonistic late-night gatherings, the beer line had a more unexpected – and more ambitious – challenge in mind: "How can we make moderation big and cool?"

While the Dutch firm believes that enjoying alcohol in appropriate quantities can "add to a positive lifestyle", Hans Erik Tuijt – global activation director/Heineken – told delegates...

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