Heineken partners with Facebook ‘to ignite digital conversation’

Heineken has followed Diageo in agreeing a global partnership with Facebook to explore new ways to engage with consumers using the social network.

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The brewer will use Facebook products and its “deep expertise” to develop “long-term relationships” between brands such as Heineken, Foster’s and Kronenbourg and consumers.

Alexis Nasard, chief commercial officer at Heineken, says: “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.”

Smirnoff and Guinness maker Diageo agreed a similar partnership with Facebook in September. The deals are a fillip to Facebook as it tries to convince marketers that it should play a key a role in campaigns.

Facebook UK sales director Stephen Haines recently told Marketing Week that it is now at the “top table” at the start of campaigns.

Alcohol companies have been accused by some public health bodies of using social media to target young and underage drinkers.

Heineken, however, insists 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 which govern the communication of alcohol products.”

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