I LOVE FOOTBALL, MY KIDS
MY JOB.THERE'S NOTHING
BETTER THAN SEEING THE
SMILES ON PEOPLES FACES
WHEN THEY HEAR THEIR
FAVOURITE TUN^S
sAUF/flHMki&iÉwH
Use 'Beacon Initiative' to
understand and act on what
young adults want from
Heineken.
Beacon
Objective
Beacon is a global project
through which Heineken is con
necting with young adults and
their needs and aspirations.
How are they building their
lives, and what can Heineken
add? Their input has a place in
the communications and
events which support our
brands and helps to shape our
role as an employer and in the
wider community. It's impor
tant to Heineken to carry on a
dialogue with young adults, as
a sounding-board for our cur
rent activities and as a source
of inspiration for the new activi
ties we are constantly develop
ing. This helps us to build their
affinity with our brands and our
company and optimise their
perception of Heineken in each
region, thereby keeping our
brands young and relevant.
