Heineken’s IdeasBrewery has launched a competition to find out more about drinkers aged between 60-70 with its 60+Generation initiative.
People in this age bracket are encouraged to submit various forms of media “any creative expression you desire,” to tell the brand about who you are and to gain an insight into the mind’s of an ever-expanding age of key consumers.
To seduce people into participating, the IdeasBrewery will be sharing a pot of $10,000 between the winning entries, whose contributions will become part of a 60+Generation documentary film.
Speaking about the reason behind the 60+Generation idea, a Heineken spokesperson said: “We would like to understand how this generation lives, what their preferences and inclinations are and if these have changed since hitting this golden age. This will help us to serve their needs in the best possible way.”
Submissions are welcome until the 28th February 2013, with entries open to people aged 6-70 who live in Australia, Austria, Brazil, Canada (excl. Yukon & Quebec), China, Czech Republic, Finland, Germany, India, Ireland, Israel, Italy, Japan, Mexico, Poland, the Netherlands, Spain, the UK & the US (excl. California).