Quarter 4 2012 World of HEINEKEN 35
pop star. It's become a bit generic. With a clear focus
on innovation, if there's one thing Heineken® isn't, it's
generic!
"Music is a tool that we use to engage with our target
audience of legal drinking age plus five years, but music
consumption is very broad - you can listen on your iPod,
on the train, out running - and it's very difficult for us
WT
hen Heineken® first began
organising global DJ
competitions and sponsoring
musicians on tour, the brand was ahead of the curve.
But nowadays, says Joost, "every car brand or jeans
company is trying to provide a platform for the latest
DJs and the best new bands. Consumers no longer
see, recall or care who has sponsored their favourite
