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Heineken, the world’s most international beer brand, has always been about curating phenomenal experiences. Considering the fact that Africa is a growing economy with the average age below 25 years, and an average beer consumption of 14.7 million kiloliters per year, It’s only natural that the Dutch brewer brand curates experiences that relate to the younger generation and their needs while plugging in their interest as the go-to beer brand for a good time.
When Heineken became the first major brand to sponsor the Lagos Fashion Week, it further brought to the fore the brand’s commitment to using pop culture – film, music, and sports – to create authentic and enjoyable experiences. As they instantly positioned themselves as a supporting platform for African creatives to access opportunities.
In the same vein, the brand has done it across the entertainment industry. With over 200 million population and an estimated 80 million young Nigerians being avid football fans, especially of foreign football, for over 25 years, Heineken has cultivated a relationship with the Champions League. You see a Heineken bottle, you think of the Champions League and vice versa.
Although there are competitors like Guinness, Heineken has found their footing in curating engaging sporting content and activities while including pop culture influencers like BBNaija stars, music stars, and entertainers in general. In recent times, Big Brother stars like Sheggz and Yemi Cregx, alongside famous fashion designer Style Connaisseur and Comedienne Wofai Fada, were employed to join the Heineken Champions League Final viewing campaign.
Want to draw thousands of youths to a venue? What better way to do that than to use the influence of some of Nigeria’s biggest stars? Aside from drawing young Nigerians to experience the best of football, the event was curated in such a way that it infused music and performances from artistes like Omah Lay, Fave, Bayanni, Minz, and more.
Heineken always hosts events like this, where they combine different elements of the entertainment scene to create an experience. In their support of the Lagos Fashion Week, they do this as well as they aim to attract a broad audience of young Nigerians.
At a press cocktail ahead of the 2018 Heineken Lagos Fashion Week, The Heineken Senior Brand Manager who represented Emmanuel Oriakhi, Marketing Director, Nigerian Breweries Plc, revealed Heineken’s interest in the fashion industry.
“For four years now, Heineken has thrown its weight behind the Lagos Fashion Week as title sponsor. This is because as a brand, Heineken is keenly interested in the development of the Nigerian fashion industry first, because the brand embraces and celebrates the world’s diversity, and second, because the fashion industry is a typical example of an industry that constantly innovates in order to rise to the changing consumer demands,” he said.
In a bid to embrace diversity like they always have, Heineken’s 150th anniversary is to be commemorated with a global campaign that embraces whatever way their customers decide to use, name, or spell their products as long as they have a good time while drinking their beer.
Emmanuel Oriakhi, Marketing Director, Nigerian Breweries Plc, said: “At Heineken, we believe that good times are not defined by how you drink our beer or how you spell our name. Instead, they are about the quality of socialising and the power of real human connection. Inspired by this, our latest global campaign embraces the essence of good times and celebrates the diversity of ways people enjoy and adapt social moments with Heineken.
150 years later, Heineken stays true to their message across boards as they also employ a human behavioural scientist, Dr. Chris Brauer, to develop a new brand tracking metric highlighting the importance of enabling good times.
The post How Heineken Is Promoting Pop Culture Events In Nigeria appeared first on Nigerian Entertainment Today.
