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Home | News | Marketing | Heineken selects senior sensation

Heineken selects senior sensation

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Big idea, big cheque: Stanger (left) with winner Dianoff

Crowdsourcing concept produces winning ideas

Heineken has announced the winners of a global crowdsourcing challenge to help the brewer find better drinking experiences for the over 60s.

Tony Dianoff, a packaging designer from Finland, was awarded first place and a prize of US $5,000 for Fahrenheit +60 – a range of premium beers fermented at 60oC and above to give a fruit-ier and sweeter taste. Fahrenheit +60 also comes with added iron – an essential mineral for elderly people.

Second was Nathan Gabriele, from the United States, with his idea of a foil-covered neck-length twist bottle cap for arthritis sufferers. In third was Charles McGregor, an Australian with a wine-inspired beer recipe.

Launched in April, Heineken’s 60+ Challenge encouraged designers and innovators to submit ideas through its Ideas Brewery website www.ideasbrewery.com. Almost 150 suggestions were submitted with these reduced to a shortlist of six.

Shortlisted candidates were invited to the Heineken headquarters in Amsterdam for a two-and-a-half-day workshop, where they fine-tuned their ideas.

Heineken global innovation manager Paul Stanger said the Fahrenheit +60 range provided a great platform for story-telling. The brewer is looking to see whether the idea can become a reality.

He explained, “Tony Dianoff really impressed the whole judging panel. He clearly understood the challenge and the needs of the 60-plus market. We were particularly struck by Tony's use of the insight that the 60-plus consumer wants to discover new tastes.”

As for the winning entry, Tony Dianoff said, “When I saw the challenge, I knew I had to enter. I spent weeks researching the over 60's before I even put pen to paper, and this helped me create Fahrenheit +60.

“What's so intriguing about this group is that so few people look to them specifically, so it was rich territory for a creative concept. The chance to work with Heineken on my creative idea is very ex-citing, and I'm looking forward to seeing the results."

Heineken said that more Ideas Brewery challenges are in the pipeline.

 

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