Following two successful Open Innovation Challenges from Heineken’s Ideas Brewery initiative, a third phase is being launched with an unconventional theme – connecting with consumers aged 60+. The official press release notes the beer brand’s desire to build innovative products for this age group, and challenges creatives to “share observations and insights on the lives and preferences of this golden generation.”
The director of Grumpy Old Men officially launched the creative brief (below) last week, and participants may have their entries included in a documentary Heineken will produce. A grand prize of $10,000 is also offered.
Involving consumers in the creative process is not a brand new concept, but this is certainly one of the first times I’ve seen such a contest limited to gathering intel. It will be interesting to see if market research is as popular of a theme as product innovation.