Heineken reaches out to music fans

Each glass in Heineken's 'Rhythm Nation Designer Glass' series for Malaysia represents a contemporary music genre: pop, punk, crunk, chill-out, reggae or trance. The set was designed by Ogilvy & Mather Malaysia, and handed out to Heineken drinkers at pubs. Daniel Comar, ECD of Ogilvy Malaysia, said: "We were asked to design the glasses and make it look big. Then we came up with the main theme - let's get the audience to get more in touch with popular urban tribes around the world. So we did our research and selected the five more compelling ones based on the music and overall cultural impact, as well as visual potential." The designer series supports the campaign, which includes a Rhythm Nation glass design contest and outdoor promotions. Heineken also had its promoter girls dress in outfits based on the five music genres.