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Heineken to treat Vietnamese consumers with exclusive 'Music in a can' experience

By Phong Van   May 26, 2021 | 07:00 pm PT
Heineken has collaborated with EDM legends Tiësto, Dimitri Vegas & Like Mike, KSHMR and Quintino to launch limited edition Heineken x Top DJs packs this May.

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.

The Heineken x Top DJs packaging features Tiësto, Dimitri Vegas & Like Mike, KSHMR and Quintino portraits on Heineken’s iconic green and red star. Starting from May 10 to June 10, 2021 consumers will receive a limited-edition Heineken x Top DJs four-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 personalized with their name by visiting the campaign's microsite at this link.

The Heineken x Top DJs packaging features Tiësto, Dimitri Vegas & Like Mike, KSHMR and Quintino portraits on Heineken’s iconic green and red star.

The Heineken x Top DJs packaging features Quintino portrait. Photo by Heineken.

The AR music experience will be activated from May 24 to 11:59 p.m. on June 20. From May 17 to 11:59 p.m. on June 13, 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 iPhones 12 Promax.

In June 2021, Heineken plans to organize a series of music parties in Hanoi and Ho Chi Minh City (HCMC). 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 both cities. The detailed timeline and venues are subject to change based on the Covid-19 situation.

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 and above.

For more information, visit Heineken’s official Facebook or Fanpage.

Heineken Vietnam is a subsidiary of Heineken, the world’s most international brewer. Originated in the Netherlands, this family-owned business with a history of over 150 years, brews and distributes over 300 beer and cider brands in more than 190 countries.

Heineken Vietnam was established in 1991 and operates six breweries in Hanoi, Da Nang, Quang Nam, HCMC, Vung Tau, Tien Giang along with 11 offices across Vietnam.

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