This May, HEINEKEN has collaborated with electronic dance music (EDM) legends Tiësto, Dimitri Vegas & Like Mike, KSHMR, and Quintino to launch limited edition HEINEKEN x Top DJ packs and a series of exciting consumer activities to follow.
|HEINEKEN is rolling out its new cans with exclusive "Music in a can" |
Ranked among the top DJs on the EDM world stage by DJ Mag, Tiësto – regarded as the Greatest DJ of all time – Dimitri Vegas & Like Mike (No. 2), KSHMR (No. 12), and Quintino (No. 33) have joined Heineken in introducing the brand’s “Music in a can” concept. This campaign supports the brand packaging’s transition to an all-sleek can design starting this month.
The HEINEKEN x Top DJ packaging features portraits of Tiësto, Dimitri Vegas & Like Mike, KSHMR and Quintino on Heineken’s iconic green and red star. From May 10 to June 10, consumers will receive a limited-edition Heineken x Top DJ 4-can pack for every purchase of Heineken Original sleek carton across all off-trade distribution channels nationwide. This promotion is also applicable for Heineken Silver consumers in selected cities and provinces.
These limited-edition packs come with a special QR code that allows consumers to activate an augmented reality (AR) music experience within their palm. EDM fans can even mix their own beats personalised with their name by visiting the campaign’s microsite. From May 17 to 23:59 on June 13 (the AR music experience will be activated from May 24 to 23:59 on June 20, 2021), consumers will stand a chance to win one of over 3,000 prizes including HEINEKEN T-shirts, Harman Kardon speakers, 12-month premium Spotify subscriptions, and iPhone 12 Pro Max devices.
In June 2021, HEINEKEN plans to organise a series of music parties in Hanoi and Ho Chi Minh City. These events will allow consumers to show off their DJ skills and even have their performance projected on massive LED screens at popular venues in Hanoi and Ho Chi Minh City. The detailed timeline and venue are subject to change based on the actual COVID-19 situation in these cities.
Commenting on this campaign, Anna Bizon, marketing director of HEINEKEN Vietnam, said: “This May, we will transition our Heineken packaging in Vietnam to an all-sleek can design while maintaining the same perfect taste of our beer that has won millions of fans around the world since 1873. We are pleased to collaborate with Tiësto, Dimitri Vegas & Like Mike, KSHMR, and Quintino, to bring to life the innovative concept of “Music in a can”. This campaign will once again present Vietnamese consumers with world-class experiences that only HEINEKEN can provide.”
The upcoming HEINEKEN campaigns and events are only open for consumers from 18 years old and above. For more information, please visit HEINEKEN’s official Facebook Fanpage or the campaign microsite.