Heineken opens new Frontier
Partners with innovators to engage consumers
Heineken has launched a global innovation scheme to capture the latest ideas in drinking technology.
The Frontier programme is open to innovators and companies across the world looking to develop their digital and technological ideas.
Up to four submitters of Frontier briefs will receive at least €50,000 to implement their product or service in partnership with Heineken.
They will also get access to top global and local Heineken marketing professionals to help develop and scale-up their ideas.
The briefs are consumer focused. Perhaps the most interesting is a request for ideas on how to make drinking in moderation ‘cool’, or fashionable. The other three categories include creating a better experience at bars, creating innovative music events and making informed shopping choices.
Each idea will be judged on its creativity and execution as well as relevance to the brief and the brands’ business goals.
Gianluca Di Tondo, senior director of the global Heineken brand, explained, “Innovation is woven deep into the fabric of our DNA; we are constantly inspired by the desire to be disruptive and challenge the perceived norm.
“What sets Frontier apart from other accelerators is we aren’t just targeting start-ups, we’re looking to partner with technology companies at all ends of the innovation eco-system – for us it’s all about the ‘idea’, no matter how small or big that idea may be or who surfaces it.”
Applications must be received by 12th November via the Frontier website.
Two finalists per for each category will be shortlisted and then invited to present their ideas to a global panel of Heineken judges at a virtual pitch event in January 2015.