Cultural Legacy
Leaving a
BRAND STRATEGY
FIND
WHERE'S HOT
RIGHT NOW.
Rio de Janeiro
Watch the
video to learn
more about the
@wherenext tool
Judging by the campaign's success so
far, it seems to be a winning formula
- highly adaptable and with universal
appeal. After all, who wouldn't want
to discover the most exciting side of
city life?
"We've launched this year with the
special-edition bottles; next year it
will be the summer spin-off and the
introduction of cans; the year after
that we will add to it again.
@wherenext is also here to stay. It's
something that we want to keep
nourishing and investing in."
'Open Your City' will
J have a lasting impact in
Rio de Janeiro. Beco das
Garrafas, the legendary
nightlife destination and
birthplace of bossa nova music,
had become run down. Heineken®
refurbished the street and bars to
create two atmospheric venues:
Bottles and Little Club. Decorated
in a style reminiscent of the 1960s,
the nightspots hosted a variety of
live music acts for three weekends
in September. These bossa nova-
inspired sessions were shown live
on Multishow, Brazil's biggest music
channel. Inviting influencers and
journalists also helped to spread
the message.
"In Rio, we are leaving a legacy
to the city by renewing the place
where bossa nova began,"
says Daniela Cachich,
Marketing Vice-
President, HEINEKEN
Brazil. "And a
programme for future
music performances is
helping to ensure that
the momentum is not
lost. Heineken® is staying
involved: next summer, the
brand will host major music events
there every month."
Edition 2 201A World of HEINEKEN 9
