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.


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.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here