In a world where we can all get stuck by listening to our favorite music genres, Heineken® Silver aims to shake things up a bit and encourage music lovers to broaden their musical horizons under the concept of "Refresh your Music". The campaign runs digitally, on radio, in modern and traditional retail, HORECA, but also at festivals and special events, and exposes music fans to a series of unique initiatives where they get the last word.
The epicenter of the platform is represented by the SILVER PROJECT concert on 16th of September at Laminor Arena, where consumers will get to live a whole new experience: international DJ MEDUZA will share the lineup, for the first time in Romania, with three local artists from three different musical genres, to prove that stereotypes have no place in headphones and on stage!
“Ciao! We really liked the idea of the campaign, and we are excited to join the Heineken® Silver initiative in a unique event in Romania, Refresh your Music at SILVER PROJECT, on September 16! And don't forget, you decide what genre of music and which local artists will get to perform and share the line-up with us”, announces Mattia Vitale, MEDUZA.
The campaign debuted with a song created in collaboration with Noaptea Târziu. The song's message created around the joy of experiencing different musical genres with an open mind sparked a trend among Romanian artists like Spike and Mario Fresh, who had the courage to reveal their lesser-known musical preferences.
And to keep the excitement at maximum levels until the big event, Heineken® Silver fans have the possibility to vote their favorite music genres and artists they want to see on the SILVER PROJECT stage and to participate in the lucky draw for a super VIP+ concert experience, which promises them lots of surprises.
Online, the special Heineken® Silver X Spotify project allows audiophiles to get into the SILVER PROJECT mood by mixing three of their favorite music genres and discovering how those combine in dozens of fresh playlists.
At the same time, music fans will be able to experience the Refresh your Music movement at over 80 Silver Nights parties across the country (Bucharest, Iași, Cluj, Timișoara, Craiova and Galati), through store and HORECA campaigns, where they will be able to win prizes and tickets to international festivals.
And because fashion is a form of expression for the new generation, consumers will have the chance to add the limited-edition outfits from the capsule collection made in collaboration with the Romanian designer HAMZA, to their wardrobe. The Heineken® Silver x HAMZA is an exclusive collaboration – designed with the progressive new generations in mind – having the music philosophy at core. This capsule collection aims to represent all fans in an inclusive way, regardless of the music genre they listen to, and to be a game-changing drop that takes street culture to a whole new level.
“We launched this platform out of the desire to burst consumers' music bubbles with a unique cross-genre experience where local and global artists come together. Generation Z, perhaps even more than previous generations, feels the need to experience new sounds and genres with an open mind - just like Heineken® Silver brand’s life outlook is. So, the idea for the campaign flowed very naturally, with Heineken® Silver encouraging consumers to be open to experiencing music in all its forms, because we might be pleasantly surprised by what we might discover”, states Sharon Annette, Marketing Director HEINEKEN.
All campaign initiatives can be found on www.heinekenclub.ro/music/ and tickets for the big SILVER PROJECT event can be purchased on Silver Project (bilete.ro). The campaign visual was created in collaboration with Ilustrescu.
About Heineken® Silver
Heineken® Silver is the newest Heineken® product, launched on the Romanian market in 2022. The new beer immediately stands out with a high dose of freshness as a result of a cold fermentation process at -1° C. The result is a unique, premium lager beer with 4% alcohol that borrows fine notes from the fruity flavor of Heineken® Original, with a less bitter taste, representing the extra FRESH, for REAL, spirit of gen Z.
HEINEKEN is the brewing company with the largest presence in the world. Known for the Heineken® brand, the group has a portfolio of over 300 international, regional and local beer and cider brands. Globally, we are present in more than 70 countries, and more than 80,000 colleagues bring our company values to life: Passion for consumers and customers, Courage to dream and pioneer, Care for people and planet, Enjoyment of life.
In Romania, we offer a diverse portfolio of beer and cider brands, most of which are produced in our three local breweries in Craiova, Ungheni and Miercurea Ciuc. Our commitment to the local market is reflected not only in the diversity of our brands, but also in our actions: we employ 1,100 people in Romania, source over 70% of our ingredients from local suppliers and are committed to our sustainability agenda, 'Brew a Better World 2030'.