Heineken: Bar Dating, 1

HeinekenⓇ is shaking up the dating app scene - not for romance, but to help young adults discover new bars and “match” with a more rewarding social life. The global beer brand has launched ‘Bar Dating’ apps in Brazil and Italy, designed to add a fresh twist to a night out by helping consumers find new venues and break free from their ‘usual’. No longer just a way to connect with new people, consumers will be able to use the apps to “swipe right” on their next (bar) date. Each bar has a dating profile so consumers can find a match which is just their type. Whether that’s a bar with stacks of personality, one with more laid back vibes, one with a good sense of humour, passionate about live music, or one that simply serves their go-to beer with a side of good conversation. HeinekenⓇ - which has always strived to foster quality socialising moments - hopes that the launch of the new apps will help younger consumers break free from the sameness, expand their social bubbles and build more real-life connections. It has also been designed to support the bar industry - encouraging more customers through doors. As part of the campaign, HeinekenⓇ has worked with bars to give their dating profiles a glow up ahead of the launch of the app to help attract new customers. The launch comes hot on the heels of new global research revealing that 67% of young adults (gen z and millennials) worldwide admit they tend to play it safe and go back to the same bar time and time again when socialising with friends.