For a new global campaign, the premium beer brand aimed to leverage local content creators from its various markets. We speak to the global director of Heineken's international premium beer portfolio about how this was done.
The global director of international beers at Heineken on the launch of Edelweiss in Asia, and why Asian consumers are drawn to the fantasies evoked by mountain imagery.
Heineken's first global campaign for the launch of wheat beer Edelweiss relies only on sight and sounds with no dialogue—or even beer.
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