Strategy:

• Use Alloy Access insights to develop Heineken Red Star Soul, a series of on-premise events that are consistent with the cultural values and lifestyle interests of 21-29 young independent African American males.
• Leverage an existing brand platform - music - to build a connection between the brand and the African American consumer in a relevant and credible way.
• Implement a memorable networking and beer drinking experiences to forge intimate, lasting interaction with the Heineken brand
• Feature an extraordinary line-up of 20 soul music artists that embody the Independent Acheiver spirit