Heineken: The Cold Open

Challenge

Young (21 to 25-year-old) Americans are choosing to stay in rather than go to bars, sports games, parties — aka all the places you drink Heineken.

Opportunity

To build relevance, Heineken — the brand built on refreshing social lives — must address this audience's biggest problem: They're not meeting new people.

49%

of Americans have three or fewer close friends.

The Survey Center on American Life

56%

‘never’ or ‘rarely’ start conversations with strangers.

OnePulse survey data

The Status Quo

The beer category has led to us believe that socializing in your 20s is a stress-free fantasy.

Our Strategy

Heineken takes on the hard realities of meeting new people.

Insight

The most difficult part of making new friends is starting the conversation.

But initiating is easy when you have an excuse.

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40% of music festival goers attend solo.

All Things Go music festival is the latest cultural epicenter — and the perfect place to launch Cold Open and highlight the social potential of our innovation.

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