Beer Brand Challenges Innovators and Creatives to Reinvent Experience for 60+ Drinker
HEINEKEN asks for fresh ideas that will enhance the drinking experience for 60-70 year olds.
HEINEKEN has launched the second stage of its global innovation challenge for creatives, innovators and designers to develop ideas on how to reinvent the beer drinking experience for the 60+ drinker. An often over-looked demographic, HEINEKEN is using its crowdsourcing platform, IdeasBrewery.com, to gather ideas on how to cater for this ‘liberated’ generation of consumers who enjoy more freedom from jobs, children, stress and strive more for quality of life, wellbeing and self-development.
HEINEKEN invites creative people from around the world to submit fresh ideas that will enhance the drinking experience for 60-70 year olds, taking into consideration the beer, the packaging and serving method. The challenge is to cater these new propositions to the unique lifestyle, attitudes and needs of this group. This is the second stage of the Ideas Brewery campaign which was launched at the beginning of the year, where HEINEKEN challenged the public to submit their observations on the lifestyles for 60+. The insights were then judged by Hollywood producer Donald Petrie, critically acclaimed photographer Naomi Harris, cultural commentator Kees van Duyn and two senior directors from HEINEKEN.