As Ontario slowly begins to re-open, Heineken partners with RendezViews and Glassbox Barbershop to offer outdoor salon experiences accompanied with a refreshing beer. Dubbed Heineken Fresh Looks, the new marketing scheme will help fans score exclusive haircuts, a hard-to-accomplish feat thanks to long waitlists at salons and barbershops. Fans over the age of 18 can book the complimentary haircut online from July 8 - July 22, 2021. The experience offers one-hour time slots that include an initial consultation for both short and mid-length hair.
"Heineken has been enjoyed in restaurants and bars around the world for many years and while we encouraged everyone to socialize responsibly during this incredibly difficult time, we’re thrilled to see people meeting up again at the patio," says Sasha Romano Lopez, senior marketing manager for Heineken in Canada. "Now that our favourite establishments are back, and that goes for restaurants, bars, barbershops and salons alike, we thought we’d have some fun over a fresh pint and a fresh cut!"
Beer-Branded Outdoor Salons
The Heineken Fresh Looks Offers Free Beers and Haircuts
Trend Themes
1. Outdoor Salon Experiences - As outdoor gatherings become more popular, businesses can take advantage of offering unique and creative experiences, like outdoor haircuts paired with a refreshing beverage, to attract customers.
2. Complimentary Services - Providing complimentary services, like haircuts, can draw in customers while also providing an opportunity to generate buzz for a company's brand.
3. Collaborative Marketing - Partnering with other businesses, like Heineken did with RendezViews and Glassbox Barbershop, can create cross-promotional opportunities and expand a company's reach to new customers.
Industry Implications
1. Alcohol - Beverage companies, like Heineken, can use complementary services to promote their brand while also providing a unique experience for customers to enjoy their products.
2. Beauty - Beauty companies, including salons and barbershops, can explore outdoor salon concepts and partnerships with other industries as a way to increase customer engagement and drive business.
3. Marketing - Marketing firms can explore collaborative marketing strategies, like the partnership between Heineken, RendezViews, and Glassbox Barbershop, to help their clients expand their reach and engage with new customers in creative ways.