...it's about dicovering
the best local talent...
Heineke
group. "We developed a number of statements that the event
would have to comply with. The keywords are surprising and
challenging, and another slogan that was thought up is 'mix of
best and freshest ingredients'. We conceived the idea of Thirst,
an event in which interaction with the public plays a major role.
We knew straight away that Thirst had to be more than a world
wide tour by well-known DJs. Thirst had to deliver added value for
the target group and so we do that by giving local talents the
chance to make it to the big time," says Freek de Wette.
Linda Berkel: "Thirst is unique because it has been created by
Heineken itself. It is not like a run-of-the-mill sponsorship in which
you get the right to link your name to an event in exchange for
money. We build an entirely different relationship with our target
group, because we give them something in return." Freek de Wette
adds: "That is also the reason why we do not feature any overly
prominent advertising for Heineken in our Thirst events. Today's
young adults take a critical view of all that advertising. But there
are differences between each market, depending on the way that
people perceive the brand. In some markets consumers identify
themselves with the brand and like others to see them drinking it.
In such cases the consumer 'expects' exuberant advertising
campaigns. In other markets Heineken is much more reticent with
its advertising." Linda Berkel continues: "The advertising is then much
more subtle; not directly in the face of the consumer. But it must of
course be clear that the message is coming to them from Heineken."
For Heineken a global concept is successful if it can be adapted to
fit within a local setting. Although dance music is truly global, the
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