Heineken Silver by TAP Group, a premium beverage, revived on-trade retail launching ‘Unexpectedly Smooth’ music activation experience, a marketing strategy curated for consumers to smoothly savor their moment. By collaborating with three leading record labels – Warner Music Thailand, YUPP!, and What The Duck, a series of music activation events that go beyond the style of each artist, the musical genre, and representation of each label, is designed to cater to the diverse preferences and tastes of the new generation. These events will be held at 100 leading outlets throughout the year securing the brand’s position as the top-of-mind choice among Thai Zennials.
Pattapanee Ekahitanond, Marketing Director, TAP Group, said, “As a leader in innovation and creativity, Heineken® thrives on creating a unique experience for the new generation through various marketing activities to connect with our target group and remain a top-of-mind brand for consumers in the premium beverage market.
This year is a great opportunity for us to revive the on-trade market which not only serves as the main channel for our brand but also allows us to reach the young generation more effectively. We have allocated a budget to launch a marketing plan to promote our latest game-changer product, Heineken® Silver, through a music activation experience with our business partners. The campaign is expected to reach 65% of the zennials, and expand our market share in Thailand.
To impactfully capture the New-Gen target group or Zennials aged between 20-34 years old, we are introducing the ‘Unexpectedly Smooth’ music marketing campaign to deliver an experience unlike any other. This will be achieved through a series of music activation events that will take place at more than 100 outlets nationwide, in collaboration with three well-known record labels – the world-renowned, Warner Music Thailand, the up-and-coming hip-hop label for the new generation, YUPP!, and one of today’s most popular record labels, What The Duck. Together with these key partners, we will be creating the “Unexpectedly Smooth” experience for Thai Zennials throughout 2023.”
Rafiq Ridzwan, Head of Domestic Marketing, Warner Music Thailand, said, “Warner Music Thailand is thrilled to be a part of this collaboration to create a unique music experience for the younge generation. We have designed a show under ‘Shuffle’ concept to deliver an ‘Unexpectedly Smooth’ music experience from our artists. Our show will undoubtedly meet the expectations of the new generation who love a smooth surprise.”
Pollakit Srisamut, Managing Director, YUPP! ENTERTAINMENT said, “YUPP! is a record label for New-Gen artists who also want to reach out to young people. We will be throwing a ‘Smooth กันให้ YUPP!’ party for a smooth, fun, and unexpected premium experience. The musical genre of our artists is mostly hip-hop which has been gaining more attention and popularity among the new generation these days. We believe that this collaboration will turn out to be a smooth and exciting experience for all.”
Samkwan Tonsompong, Managing Director, What The Duck Company Limited, said, “Every artist under What The Duck is highly unique. For our great show, we blended Heineken Silver’s ‘Unexpectedly Smooth’ concept with our label’s name to create the ‘Unexpedted’. This new type of music is guaranteed to be different from anything else, perfect for a uniquely smooth experience to be enjoyed by the new generation with a diverse taste throughout Thailand.”
Get ready to have a smoother-than-ever experience at Heineken® Silver music events featuring groups of artists from Thailand’s three leading record labels. Please visit Heineken® Thailand Facebook page for more information.
