Drinks brand Heineken has announced a partnership with social media giant Facebook which will see the pair collaborate on digital campaigns.

Alexis Nasard, Chief Commercial Officer at HEINEKEN said: “As our adult consumers are increasingly spending more time on digital space and social media, it is important that our brands are active in this environment. Our partnership with Facebook is another significant development in our communication strategy as we continue to look for innovative ways for our brands to ignite the digital conversation and connect with our consumers.”

Heineken was at pains to stress that it is committed to avoid underage exposure to beer and alcohol branding and all content posted on Facebook is in line with advertising codes.

The Heineken Facebook page is already the largest on the site, boasting some 4.6m adult users.