Heineken apes Diageo and signs major global Facebook ad partnership

Facebook will provide the brewer with a global marketing platform that reaches millions of people, as well as access to Facebook's "deep expertise in building long-term relationships between brands and their audiences", according to Heineken.

The collaboration also provides Heineken with access to Facebook's latest products.

The deal with Heineken, whose brands include Amstel, Foster’s and Strongbow, echoes a similar arrangement that the social networking platform struck with drinks giant Diageo in September.

Alexis Nasard, chief commercial officer at Heineken, said:  "As our adult consumers are increasingly spending more time on digital space and social media, it is important that our brands are active in this environment. Our partnership with Facebook is another significant development in our communication strategy as we continue to look for innovative ways for our brands to ignite the digital conversation and connect with our consumers."

Joanna Shields, vice president & managing director EMEA for Facebook, said: "Heineken has always been a true innovator when it comes to giving their brands an authentic voice, and together with Facebook they can now extend that human touch to 800 million people around the world.''  

Heineken claims to have the largest Facebook fanbase (more than 4.6 million users) for a beer brand. It has used the platform to share its global campaigns 'The Entrance' and 'The Date', and engage with users through its global sports sponsorship platforms - UEFA Champions League and the 2011 Rugby World Cup. 

Two of the company's other lager brands, Kingfisher and Dos Equis, are also in the top seven beer brands with the greatest number of Facebook fans.

Alcohol brands’ presence on Facebook has been criticised by some commentators fearful that children could access unsuitable content.

Heineken is to focus initial activity on responsible drinking messaging. It stressed that it is ‘committed to avoid underage exposure to alcohol and beer marketing’, adding that all content posted by the company's brands on Facebook is in line with the advertising codes and guidelines governing the communication of alcohol products. 

This article was first published on marketingmagazine.co.uk