MERCADEO Versión en español
Heineken creates new beer-drinking experience
Patricia Molina| 15 de octubre de 2013
Marc Newson colaboró con Heineken para el cambio de imagen
The new partnership that Heineken established with designer Marc Newson has come up with a new concept aimed at allowing beer drinkers “to enjoy an upscale drinking experience in their own homes”. For several years, Heinekens research team monitored beer-drinkers and found they wanted a better brew-imbibing experience at home. Marc Newson led the project with his vast experience in the field of design, having previously worked with specialist brands in furniture, cookware and technology.”Design and innovation is at the core of Heineken’s history, and we’ve been innovating for over 140 years to constantly create the best possible drinking experience, said Alexis Nasard, chief marketing officer and president of Heineken for Western Europe. Marc Newson shares our innovative and progressive thinking, so we’re positive our concept will appeal to beer lovers global”.For his part, the designer said earlier this year that “I’ve always admired Heineken, and noted the emphasis they place on high quality design for their product portfolio. We’ve started working on an exciting project which will be revealed later on this year, and are looking forward to seeing how consumers will embrace this innovation”.Now in October, images of the new products embodying the new concept are being rolled out in different media, and it all seems to add up to a colder brew in an uber-macho beer-drinking mode. Shoots of the new Heineken designs were done in the worlds fashion capitals, Paris and Milan.
Diario de Hoy
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