ABOUT THE
proJect
The Queen of Pop delivered the biggest show of her career on Copacabana Beach, and Heineken made history with the largest toast the brand has ever seen, as Madonna raised her bottle before a crowd of 1.6 million people, with millions more watching worldwide.
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ClientHeineken
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Year2024
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ExecutionBRAND EXPERIENCE
Heineken® brings its iconic bottle to the most watched stage on the planet on May 4, 2024: Madonna at Copacabana Beach.
As part of a campaign celebrating Madonna's arrival in Brazil and her Celebration Tour, Heineken® invited the Queen of Pop to take part in what
would become the biggest toast in the brand's history. What followed went far beyond expectations.
The Heineken® bottle remained on stage for nearly ten minutes, first in the hands of a dancer, and moments later with Madonna herself, who drank, toasted and even splashed part of the crowd.
During the biggest show of her life, Heineken® placed its most iconic symbol in the hands of an artist just as iconic. A true meeting of stars.
