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...