Heineken’s radical collaboration and the future of socialising

Brian Carruthers

Heineken has developed what it says is a unique approach to achieving relevance, involving “radical collaboration [and] radical localisation” around the idea of what socialising now means.

The Brits – or more accurately, perhaps, the British media – have developed a habit of appropriating Scandinavian words to describe various aspects of lifestyle. Thus, the Danish hygge was all the rage a few years ago, then there was Swedish lagom, and now...

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