Heineken apes Diageo and signs major global Facebook ad partnership

Heineken has signed a global ad partnership with Facebook that will see the two companies collaborate on digital campaigns for Heineken brands around the world.

Heineken: signs Facebook deal
Heineken: signs Facebook deal

Facebook will provide the brewer with a global marketing platform that reaches millions of people, as well as access to Facebook's "deep expertise in building long-term relationships between brands and their audiences", according to Heineken.

The collaboration also provides Heineken with access to Facebook's latest products.

The deal with Heineken, whose brands include Amstel, Foster’s and Strongbow, echoes a similar arrangement that the social networking platform struck with drinks giant Diageo in September.

Alexis Nasard, chief commercial officer at Heineken, said:  "As our adult consumers are increasingly spending more time on digital space and social media, it is important that our brands are active in this environment. Our partnership with Facebook is another significant development in our communication strategy as we continue to look for innovative ways for our brands to ignite the digital conversation and connect with our consumers."

Joanna Shields, vice president & managing director EMEA for Facebook, said: "Heineken has always been a true innovator when it comes to giving their brands an authentic voice, and together with Facebook they can now extend that human touch to 800 million people around the world.''  

Heineken claims to have the largest Facebook fanbase (more than 4.6 million users) for a beer brand. It has used the platform to share its global campaigns 'The Entrance' and 'The Date', and engage with users through its global sports sponsorship platforms - UEFA Champions League and the 2011 Rugby World Cup. 

Two of the company's other lager brands, Kingfisher and Dos Equis, are also in the top seven beer brands with the greatest number of Facebook fans.

Alcohol brands’ presence on Facebook has been criticised by some commentators fearful that children could access unsuitable content.

Heineken is to focus initial activity on responsible drinking messaging. It stressed that it is ‘committed to avoid underage exposure to alcohol and beer marketing’, adding that all content posted by the company's brands on Facebook is in line with the advertising codes and guidelines governing the communication of alcohol products. 


Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).