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Abertay students partner with US college on Heineken challenge

Abertay business students have collaborated with a US partner college on a project for Heineken.

The third year Marketing and Business Management students worked in collaboration with Kirkwood Community College, Iowa, following work throughout the semester on an integrated marketing communications campaign for the successful brewing company.

Working with the American students was a great experience, and we built a strong friendship with our group...so good to have connections from the other side of the world - Abbi Henderson

Heineken provided a brief that called for the brand to be positioned as the beverage of choice at the return of social events once lockdown and other government restrictions is lifted.

In a collaborative effort, students developed their marketing campaigns which included an accompanying storyboard, depicting an original and creative advertisement for Heineken.

Six of the student campaigns submitted were selected as frontrunners and displayed at an online showcase event.

Heineken鈥檚 Digital Capability and Transformation Manager, Jim MacGregor, who has been working with Abertay for 8 years on similar projects, selected a winner and two runner ups from the student presentations.

Abertay students Rachel Ward, Kirsten Bailey, Abbi Henderson, Bethany Hayes, and Kirkwood students Zebrine Zimpel and Charlie Light took home the win with their #HappinessWithHeineken campaign.听

Abbi said: 鈥淲orking with the American students was a great experience, and we built a strong friendship with our group. It is so听good听to have connections from the other side of the world.鈥�

Kirkwood student, Jarrett Beireis, said: 鈥淭his was probably the most fun I鈥檝e ever had on a project. It was a great opportunity, and I was thankful for the chance to get to do something like this. I enjoyed my group members and learning about what it took to coordinate something like this with people across the world.鈥�

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