To Find Real Differentiation, Zoom Out
Heineken turned a beer can into a social tool
Heineken's "the Clinker" — a smartband that lights up when two drinkers share music tastes — reframes what a beer brand can actually do for its target. As badge marketing loses its edge in crowded categories, the activation may signal a new discipline for brands willing to zoom out far enough to find a real problem worth solving.
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