Re-coding Life's Algorithm with Music

Heineken Refresh Your Music Campaign 2022

The Business Problem

When it comes to beer, young generations of drinkers slowly did not see Heineken as the brand-for-me. The brand suffered decline in relevancy as a trendy brand sharing target’s interest. Music was that legacy platform for Heineken however recently me-too competition becoming more aggressive in this sphere.

The Human Problem

GenZ are suffocated by traditional music conventions and stereotypes. Modern day algorithms & Spotify digital footprint often trap them in the same music bubble, creating the tunnel vision of the same crowd, same experience & even same genre

Our Creative Solution

We realized the closest way to GenZ hearts is not just to appeal to their taste buds but also their “ear buds”. Helping them break out of traditional music conventions and open themselves to new crowds and brand-new experiences beyond conventional stereotypes and cliches. We made Heineken the conduit of elevated mixed-genre music experiences. Top local artists partnered with global headliners such as Chainsmokers. Different genres coming together in most unique ways determined by participation of our very own consumers.

Why This Matters

Not just another music campaign, this became a long-term target activation platform capable of deep connection with GenZ music lovers across Vietnam and across genres. In turn, helping Heineken realign itself amongst trendiest brands sharing target’s passion point of music.