PSFK discovers how the beer brand is engaging the growing 60+ demographic using crowdsourcing, in partnership with Ideas Brewery.
Retirees may have all the free time in the world, but entrants to the Heineken Ideas Brewery 60+ Design Challenge have just FIVE DAYS LEFT to submit their ideas to reinvent the beer-drinking experience for the 60-70 year old demographic.
The 60+ demographic is increasing and according to a report by AT Kearney, the life expectancy of people in highly developed countries is increasing by one year, every five years. This growing demographic is largely neglected by major brands and Heineken is addressing this issue head on by setting up its Ideas Brewery, to gather ideas on how to cater for this generation of consumers.
Heineken is calling for innovative new designs and campaigns for all aspects of the beer to their crowdsourcing platform, IdeasBrewery.com
Entrants have until 27 June to submit their ideas.
Six finalists will be invited to a three-day workshop in Amsterdam from July 24–26, including travel and two nights’ accommodation, where they will have the chance to work with members of Heineken’s marketing, design and R&D teams to take their idea to the next level. The workshop also includes a focus group with the target audience and support from visualizers and a pitch coach for the pitch to the expert jury: Alex Goh, Daniel Quinn, Dominic Wilcox and two members of the Heineken innovation team. The three top winners will receive cash prizes of $5,000, $3,000 and $2,000, respectively.
Heineken will foot the bill for travel and two nights’ accommodation for all six invitees, who will enjoy a full itinerary of special events, including a tour of the Heineken Experience—a brewery-turned-museum adjacent to their office in the heart of Amsterdam—as well as dinner and drinks with the Heineken team.
This post was created in partnership with Ideas Brewery.