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Heineken, the world’s most international beer brand, is planning to host the biggest music concert in Nigeria in commemoration of its 150th anniversary celebration. The concert is a part of a series of events curated to mark the milestone starting from July to the end of the year.
The Portfolio Manager, Sampson Oloche, revealed this at a press conference held at the Nigerian Breweries head office in Lagos, on Thursday, July 6, 2023.
“We are going to be having some good time events across the country. It’s basically anniversary parties, but we will be having a big one at the end of the year. We are going to convene probably the biggest concert in Nigeria this year so the consumers are not left out. We are also going to have a collaboration with a fashion brand, and we are rolling out a 150 collection.”
Over the years, Heineken has continued to be a leading promoter of pop culture through music, sports and fashion, and it is not surprising that the brand is planning to host what it described as the biggest music concert in Nigeria in celebration of its 150th anniversary.
In 2015, Heineken became the first major brand to sponsor the Lagos Fashion Week, and they have been sponsoring the fashion week till now
With the launch of these scheduled events for their 150th anniversary the message will be ramped up as the term ‘good time’ has become synonymous with the Heineken brand.
The portfolio manager, Sampson Oloche, disclosed in an interview with Netng that Heineken’s good time index will be a measuring tool to ascertain how well they are doing at their jobs at curating events that bring good times to their consumers.
“Good time index is just a measure that we introduced, and for us the more good times we bring to the consumers the better we are doing our jobs. So this is about delivering to the consumers a promise, and that promise is a good time. The better we are scoring on that index the better we know we are doing.”
Media personality, VJ Adams added that the brands’ sustainability and consistency in the beer market are a result of the attention it pays to its consumers’ good times..
“In 2021, when I went on a five-city tour with Heineken, I could tell directly that one of the most important factors for the brand and for the sustainability and consistency of the brand is paying attention to the consumers and that’s all they’ve done,” he told Netng.
The Dutch brewer partnered with a human behavioural scientist, Dr. Chris Brauer, to develop the tracking metric to ensure that they are holding themselves accountable, and following through with the message of enabling a good time with Heineken.
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