Heineken USA

COPYWRITING AND PR FOR THE WORLD'S MOST INTERNATIONAL BEER

Role: PR Copywriter

My copywriting and PR work with Heineken USA helped further its reputation as the world's most international beer brand. Heineken focused on connecting with its audience of social urban beer drinkers through culturally engaged, content-driven campaigns, whether funny or inspirational. My writing and messages connected the brand with drinkers who wanted more than just beer-and-babes direct marketing.

Newcastle Brown Ale

As part of the PR team for Newcastle's "If We Made It" (2014) and "Band of Brands" (2015) Super Bowl campaigns, I developed press materials that introduced the world to "No Bollocks" advertising. Our plan — to hijack the biggest ad event of the year by not making an ad — involved targeted media outreach to a content-hungry internet news cycle, where a tightly distributed video can quickly make it to the front page of BuzzFeed, The Huffington Post and other massively popular sites. 

Heineken Cities Project

Heineken’s Cities Project made the world’s great cities even greater by supporting dynamic ideas that reshaped the urban landscape. Heineken threw its efforts behind projects like James Murphy’s Subway Symphony in New York, The Bay Lights in San Francisco and the rejuvenation of Miami Marine Stadium. I wrote press materials, influencer briefs and creative messaging to launch these campaigns and bring attention to Heineken’s efforts to redefine engaged urban living.