From DJ and nightlife culture to responsible consumption of alcohol, Heineken’s new marketing campaign falls short of its proposed intent. Corporate branding campaigns, no matter how intricate, are designed to sustain and increase the sale of products by aligning the corporate brand with a particular (sub)cultural symbol or icon. This partnership lends the corporate brand the authenticity and legitimacy it needs to gain our attention, admiration, and money- but more importantly, our loyalty.
Super honored to have my writing featured on one of the coolest and most widely read blogs on DJ culture and electronic music, DoAndroidsDance. It was a pleasure to write about the intersection of public health, DJ culture, subversive and problematic industry marketing practices, and the importance of harm reduction strategies and single-payer healthcare as a way to meet our complex and ever-increasing need for physical and mental wellness.