Rogers & Cowan/FRUKT Partnerships With Heineken USA

Rogers & Cowan/FRUKT, has been named Heineken USA’s agency of record across the brand portfolio for product placement, strategic integration and entertainment partnerships, and entertainment PR efforts on behalf of Heineken.

“We’re thrilled to be working alongside our clients at Heineken USA to help put their brands into the forefront of today’s entertainment platforms, talent and content,” said Shirley Hughes, Managing Director of FRUKT North America.

“We will leverage our industry access and unique expertise to lead US-based activation for industry seeding programs, events, talent engagement deals, content relationships, and brand integration partnerships.”

R&C/FRUKT will provide brand engagement opportunities across industry events and sponsorships for Heineken USA’sportfolio of brands (Heineken, Heineken Light, Tecate, Dos Equis, Strongbow, Red Stripe, Tiger, Amstel Light), and brings an extensive list of relationships with industry stakeholders, including studios, producers, directors, and talent to the work.

“We know that R&C/FRUKT can create strategic content and partnerships that pair hand-in-hand with our message and tone – reinforcing our sentiment that we are the ‘beer of Hollywood‘,” stated Pattie Falch, Director of Sponsorships & Activations at Heineken USA. “From a brand perspective, we want to expand beyond the traditional places and get more out of our relationships. We want to make it adamantly clear that the typical Heineken drinker is not going to be held back by constraints – like us, they are open to new experiences and are ready to navigate through them to find their way.”

Source: Rogers & Cowan/FRUKT

• Marketing