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Heineken Turns A Cheers Into A Connection
Courtesy of Heineken
Heineken shook up Coachella with a device called “The Clinker” that rewarded human connection… and yes, it was attached to beer cans.
Why It Hits: As COVID fades into the rearview, people are thirsty for IRL community — re-engaging with, gasp, strangers. Heineken’s device sits at the intersection of these trends. And by rolling it out at the most important music festival in the US, the brand gave it a headlining launch.
Between The Cans: Heineken turned a simple cheers into a tech-powered icebreaker, according to THR.
The Clinker is “a smart device festivalgoers place around their Heineken cans that lights up to signal music compatibility upon contact with another Clinker.” It can presumably fit on other beer cans as well.
When two are tapped together, it syncs the users’ Spotify or YouTube Music data and pinpoints their overlap in taste.
It then shares the users’ social media handles so they can stay connected — much easier than trying to remember someone’s Insta username after a few beers.
Last Sip: Heineken has been Coachella’s official beer sponsor for a whopping 23 years, making it the music destination’s longest-running brand partner, period. That means the Dutch brewer has been present through the event’s many transformations… some of which have allegedly dampened the festival’s original spirit.
But at the end of the day, Coachella is still about people — friends and strangers alike — coming together to listen to great music for a weekend. Products that serve that mission will always be a hit.
Next Round: Don’t be surprised if Heineken further commercializes the device, making it a go-to party favor for weddings, birthdays, and conferences.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.