Inside Heineken’s 22-Year Partnership With Coachella, ‘Gen Z’s Super Bowl’
by Adweek
Adweek— On a recent sweat-soaked Sunday night at Coachella, Lupe Fiasco was headlining a raucous Heineken House show, proving there’s plenty of appetite for rap at the festival best known for pop, indie and crossover genres. The hip-hop artist, after wading in on various high-profile public beefs, surprised the capacity crowd by inviting his friend Tyler, the Creator to join him for an impromptu collaboration on Fiasco’s 2008 hit “Paris, Tokyo.” Heineken execs were just as stunned—and thrilled—as...
Adweek—BTS With Studs: The Gen Z-Friendly Challenger Taking on Claire’s. Studs, the edgy cool ear piercing studio and earrings brand, has been expanding rapidly since its launch in 2019. The startup now counts 22 stores across the U.S., with 10 more spaces in New York City alone planned for 2024. Offering Gen Z and millennial urbanites an alternative to mall piercers like Claire's, the brand sets itself apart with its "needle-only method" and signature Earscape stacks, combined with a buzzy retail environment and sleek ecommerce offering. After getting a taste...
The Guardian—‘I know my limit’: how gen Z became Britain’s ‘sober-curious’ generation. As many as 28% of young adults in the UK do not drink. Here, three of them explain why their relationship with alcohol has changedA recent World Health Organization (WHO) study found Great Britain has the worst rate of child alcohol consumption in the world – with more than half of children in England, Scotland and Wales having drunk alcohol by the age of 13.Yet this is coupled with a growing move towards sobriety among young people. Alcohol education charity Drinkaware found that, as of 2021,...
Green Matters—It’s Giving Greta: Gen Z Climate Activists Who Are Steering the Future (Exclusive). When it comes to the fight against climate change, these these young climate activists who are paving the way for a greener future.