We have already said so. In the Brand-new branding world collaboration and co-innovation will become a must. This blog already includes a variation of cases that exemplifies different purposes and strategies of collaboration regarding branding and marketing. The #Heineken 100 program represents a new one in which collaboration responded to brand’s desire to reposition as a lifestyle.

Under this program, Heineken has been teaming up with emerging high-end luxury and fashion labels to create one-of-a-kind products. #Heineken100 initiative is an exclusive product collaboration that goes beyond traditional co-branding, with more subtle aims than selling new products adding up the values and “visibility” of two different brands.

Now in its sixth year, the #Heineken100 program target is to celebrate the brand’s hyper-influential consumers with custom collaborative products. Those products, the result of partnering with legendary men’s fashion brands, are not to sell but to send as a gift to those 100 fortunate considered high-worth brand “influencers”.

Heineken 100 program is not looking for any mainstream outcome. At the contrary, the iconic beer company is looking for partners into artisanal high-exclusive brands to create unique pieces within the men’s lifestyle and accessory sphere. The idea then is precisely to look in these partnership for a distinctive value to stand out from other similar CPG beer brands and successfully market to a more aspirational target beyond its conventional industry confines.

Not colors, shapes or logos are imposed. Heineken is just asking each designer to push their limits to create products that utilize their signature silhouettes, but are unlike anything within their current portfolio. The results should not be offered at retail to consumers.

Last year, Heineken 100 program partnered with premium leather goods brand Parabellum; high-end eyewear label Garrett Leight California Optical; and RTH, a purveyor of re-engineered American surplus apparel, handcrafted housewares, leather portage and Native American jewelry. Previous collaborative products for the program included Mark McNairy saddle shoes, a Public School-designed duffel bag, Neighborhood selvedge denim jeans, Ariel 7 headphones, Tsovet watches, Union LA t-shirts, Android Homme sneakers, New Era fitted caps, and tote bags designed by fashion duo Dee & Ricky.

Heineken: a premium promise