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20.1.2011 Heineken to launch 'unifying' global ads

Heineken is embarking on a fresh global marketing strategy intended to position it as the world's leading premium lager and bolster the consistency of its marketing. The world’s top-selling beer brand is rolling out a series of ads, created by Wieden & Kennedy Amsterdam, centred on a character who effortlessly navigates his way through social situations. Cyril Charzat, senior global brand director for Heineken, said the multimillion-pound push would ‘project the brand’s premiumness and exclusivity’.

Heineken uses 15 straplines globally, but the new campaign uses only a single line: ‘Open your world’. Charzat said this would bring greater consist-ency to communications. The first ad, depicting the protagonist’s entrance to a party, will be available on Heineken’s Facebook page, along with content about the ad’s characters. It will then break on TV in the UK later this month, before being aired in other countries. Heineken is also rolling out a redesigned bottle. The packaging will be available in Western Europe in the early part of this year and elsewhere by 2012.

B.L. 20.1.2011