‘Music is a difficult beast’ admits Heineken as it launches global music-focused campaign

The new global strategy #LiveYourMusic, which was created in partnership with Publicis Worldwide, will be supported with a TV campaign, special bottle designs, new packaging, local digital activation and experiential activity. It will be rolled out across all its markets from summer onwards.
The TV ad sees numerous people loudly sing Queen’s ‘Bohemian Rhapsody’, before reaching a climax when all the singers come together in a Heineken sponsored music stadium. The new bottle de