ABOUT THE
proJect
The Queen of Pop delivered the biggest show of her career on Copacabana Beach, marking the largest toast in Heineken’s history by raising her bottle before a crowd of 1.6 million people, with millions more watching from home.
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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’s stage on Copacabana Beach.
As part of a campaign celebrating Madonna’s arrival and her Celebration Tour, Heineken® invited the Queen of Pop to take part in what would become the biggest toast ever. What unfolded went far beyond that.
The Heineken® bottle remained on stage for nearly ten minutes, first in the hands of a dancer and shortly after with the Pop icon 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.
