“I think the future of digital media is an interesting one because it's changing as we speak, and we don't have all the answers, right? The way that we connect with consumers; the way that consumers are connecting with brands; I am a person that wants to see more opportunities on this [the metaverse]. I don't have a ballistic view that it will be the death of something because I think it just creates new opportunities for us as consumers, for us as human beings, and for brands as well.”
–Natacha Volpini, Global Head of Digital Consumer Innovation of The Heineken Company
In this week's episode, we sit down with Natacha Volpini, Global Head of Digital Consumer Innovation at the Heineken Company to talk about connecting with consumers, Web3 and the future for brands in the metaverse.
Natacha has over 20 years of experience in the communication, media, and digital media industries. She has worked for organizations, ranging from Time Warner, Mondelez, Ambev, an AB InBev company; and most recently at Heineken in both Brazil and at their global headquarters in Amsterdam. Currently, Natacha leads Heineken's global digital media agenda, supporting markets with media strategy and operation in digital consumer innovation.
Heineken N.V. is a Dutch multinational brewing company founded in 1864 by Gerard Adriaan Heineken in Amsterdam. As of 2019, Heineken owns over 165 breweries in more than 70 countries. It produces 348 international, regional, local, and specialty beers and ciders and employs approximately 85,000 people.
Heineken has enjoyed significant success at this year's Cannes Lions International Festival of Creativity: two Gold, nine Silver, and ten Bronze Lions, with a broad array of its marketing campaigns being recognized at the prestigious festival and placed 4th in the Festival's Brand of the Year ranking.
Heineken's launch of the Virtual Heineken Silver, a daring step into the metaverse, was also acknowledged in the awards with multiple Silver Lions for digital craft, brand experience, and activation. Playing on the irony of a non-existent beer you can't taste in an exclusive space in Decentraland, Heineken highlighted the importance of real-world connections and refreshing beer moments before launching the real Heineken Silver to European consumers.
Want to learn more about how consumer trends are reshaping this industry? Click hereto hear from IWSR Chief Strategy Officer, Brandy Rand.
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