Andrew Mccormick
Dec 8, 2010

Heineken to sell branded goods via Facebook shop

GLOBAL - Heineken is launching a Facebook store selling a range of branded merchandise, as part of a fresh unified global marketing strategy.

The Dutch lager brand is aiming to tap into Facebook's 560 million active users, and its own fanbase of nearly 1 million on the site, to build a profitable retail operation.

The store will offer Heineken-branded clothes and merchandise, but Floris Cobelens, manager of global digital media at the brand, plans to encourage its Facebook fans to tell it what to sell.

Why not give them the chance to decide what they want to buy he asked.

...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Public squabble erupts between Yili and Mengniu over Olympic sponsorships
Premium
34 minutes ago

Public squabble erupts between Yili and Mengniu ...

Yili said it may have to withdraw as the 2022 Beijing Winter Olympics official dairy partner, calling dealings between rival Mengniu Dairy, Coca-Cola and Olympic organisers a "scandal".

Premium
New DAZN CMO aims to reach beyond your typical sports fan
Premium
6 hours ago

New DAZN CMO aims to reach beyond your typical ...

Yoichiro Basso wants to use the energy of upcoming sporting events to draw in a broader audience, even in the absence of screening rights.

Premium
‘Headless’ content the key to personalisation
Premium
6 hours ago

‘Headless’ content the key to personalisation

Having a single content source feeding different channels is the best way to achieve consistency in digital marketing, according to Four Seasons Hotels' marketing VP.

Premium
Independent agency network Local Planet opens in APAC
Premium
6 hours ago

Independent agency network Local Planet opens in APAC

Network ties up with nine independent agencies across Asia-Pacific to help clients expand across the region