Through its “Heineken Open Your Music 2018” campaign, the international beverage company will organise three major music festivals in Thailand this year.
They are the YAK Festival, S2O Songkran Music Festival, and Sensation Thailand 2018 presented by Heineken, the company said in a press release.
Heineken will also leverage different and premium music experiences through its “Five-Star Music Experience” strategy presenting “phenomenal experiences” to a new generation at each music festival.
This will be done through the “Heineken Star Hive”, which the brewer says will address the needs of consumers “in true premium style, including distinctive music experiences and creating valuable brand recognition”.
Pattapanee Ekahitanond, marketing manager for Heineken and Strongbow at TAP Group in Thailand, said: “Music marketing is a significant strategy that is driving Heineken’s growth in the premium beer market, and always strengthens our brand.
“In 2018, we will continue to sponsor grand music festivals to emphasize Heineken’s leadership in the premium beer market which helps to connect our brand to consumers’ lifestyles under our brand DNA of ‘Heineken Open Your Music 2018’.”