Summer is a key time in the year to energise Hispanic consumers and get them excited about the end of summer. What better way to do this than to party with music and align with a music property close to Labor Day. This key music property excites Hispanic consumers, as well as distributor and trade partners that help generate buzz around the event.

Word of mouth is the best measure of success. The buzz around the event and the strong brand associations (Green Carpet, Green Ribbon Initiative, Interviewees on Green Couch) were phenomenal. The attendees of the Latin Grammy’s After Party were all witness to this - the feeling was that Heineken owned the streets of Miami.