EUCAM - European Centre for Monitoring Alcohol Marketing

New partnership Heineken and Facebook

8 December 2011

New partnership Heineken and Facebook New details have been made public about a deal between Heineken and Facebook. According to Reuters.com, the first goal of the partnership is to make responsible drinking cool. To reach this goal, Heineken can use the experience and expertise of Facebook to maximize the effect of their marketing to 800 million Facebook users worldwide.

As EUCAM has calculated earlier, Heineken potentially reaches 103 million minors worldwide through digital marketing. This new development will undoubtedly raise this number.

Reuters reports that the Amsterdam-based brewer will be advised by Facebook on using the world’s largest social network in the most effective way. Heineken's Chief Commercial Officer Alexis Nasard is quoted explaining that Facebook will be consulting and training Heineken employees to use the network, additionally the beer giant gets a priority position to use new Facebook products, against advantageous pricing.

According to Mr. Nasard beer drinkers are spending more time online, which increases the importance of a digital presence for the brands of Heineken. The article by Reuters states that at the moment 7 percent of Heineken’s marketing budget is spent on digital content. This figure makes it one of the biggest digital presences in the world of consumer goods.

Source: Reuters.com 12/08/11

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