Heineken Challenges Creatives To Sell Beer To Seniors

Heineken Challenges Creatives To Sell Beer To Seniors

How the beer brand is engaging the growing 60+ demographic with crowdsourcing [Partner Content]

  • 4 june 2013

Are you a creative, an innovator or designer? Do you love beer?

If so, Heineken is challenging you to develop ideas on how to reinvent the beer drinking experience for the 60+ drinker. The 60+ demographic is increasing and according to a report by AT Kearney, the life expectancy of people in highly developed countries are 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 crowdsourcing platform,, to gather ideas on how to cater for this generation of consumers.

You can go to to take on the challenge to recreate the beer, the packaging and the service to better fit the lifestyles and needs of the 60+ generation. The 60+ Idea Challenge is open to all residents from Australia, Austria, Belgium, most parts of Canada, China, Czech Republic, Finland, Germany, India, Ireland, Israel, Italy, Japan, Mexico, Netherlands, Poland, Portugal, Singapore, Spain, UK, and most of the US until 27 June 2013.

Submit your entry as soon as possible to get more public votes to get to the final.

At the end of June six finalists will be chosen to attend the final, a two-day workshop in Amsterdam where three teams will have the chance to win a share of the $10,000 cash prize.


Ideas Brewery

This post was created in partnership with Ideas Brewery.


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