Heineken Advertising Campaigns On Print And Tv
It’s hard to imagine anything more popular and advertised so widely as beer.
Since there are dozens of them they’ve been competing against each other in order to attract as much audience as possible using different approaches in advertising campaigns.
Due to some reasons, craft brands usually win in this great beer marketing competition by creating more convincing slogans that really affect the public. People are usually hooked by craft brands’ heritage history, especially if the brand is really old.
As a rule people see lagers in most of TV ads which promote big brewers at the same time craft brewers often showcase ale, but nowadays they make a lot of lager, though. Large brands sometimes pay consumers’ attention to it. Heineken has chosen a similar marketing strategy.
Heineken is also famous for their recruiting campaign ‘go places ’ with Dr. Seuss-ish where people should answer a few questions and are pressed with time, they only have a few seconds, actually.
Then the comes the scene where all the employees hang out in quite a relaxing way while the presenter of the video asks questions where should you work for example and usually answering “we don’t know” hinting that opportunities in Heineken are endless.
One more outstanding ads campaign by Heineken ‘Legends’ changes the focus to the bottle of beer itself and a hero getting this desirable bottle by all means in every way possible. Focus also shifts to the slogan ‘open your world’ featuring most recognizable cultures like Indian, Chinese, Russian, and others.
It’s quite a wise approach in the Heineken promotion since the product is referred to as an international one. The “Legends” campaign is now a complete saga, which includes a few episodes with different countries and cultures in each.
The idea was created to be presented in 70 countries and was led by U. S. division of Heineken. Most of the scenes were filmed in Barcelona. The star of the brand is represented by Benicio del Toro and the Heineken slogan ‘there’s more behind the star’ mocks him and promotes at the same time, as many people confuse him with Antonio Banderas.
Heineken Champions League Ad: The Match
It’s not a secret that such a spectacular kind of sport as football is usually complemented by eating snacks like chips and drinking beer, of course. Many beer brands always bear that in mind and take into account during promotion and marketing campaigns. Heineken followed this path and Wieden & Kennedy Amsterdam created “the match” for the reasons mentioned above.
Heineken advertising with the approximate length of 90 seconds shows how much fun can you get by being a spectator of something big and overwhelming. By the way, at that moment Heineken was a sponsor of UEFA Champions League the ninth year in a row. Almost 4 billion people watch UEFA Champions League so it’s a very reliable proof of the attitude to a combination of beer and football.
Medical scientists in the UK figured out that there’s relation between alcohol consumption and the risk of cancer. The studies show that even slight percentage of alcohol increases the risk of cancer for both men and women and therefore urges to take care of health and consume not more than 14 units per week.
Such a fact couldn’t pass by the WHO and most of the companies should have changed marketing strategy so that picture they show to the public should elucidate both pros and cons of immoderate beer consumption.
Heineken found a way out again and released a marketing campaign which can seem even anti-promoting while you watch it as the man in the bar refuses to have a bottle of beer when a lady offers him at the end of the ad! Can you imagine that? A campaign had a slogan ‘Moderate drinkers wanted’. Ladies are tired of a drunk man, they live discos and bars, slamming the doors behind them and looking for a hero who isn’t drinking too much.
Eventually, the last guy shown in the Heineken video changes his mind and refuses to drink. Such marketing campaigns do not simply urge people not to overdrink, but to prefer options with a lower percentage of alcohol or even alcohol-free. This focus is aimed at developing a more conscious attitude to alcohol consumption.
David Lette brand director at Heineken expresses an attitude to moderate alcohol consumption, he says that in a way of broadcasting such ads people can familiarize themselves better with all the advantages and disadvantages of alcohol drinking and share this information with their friends. Of course, in this way brand is still promoted.
The Insider
In the established way of presenting Heineken as an international brand, it follows the path further by launching the ‘Insider’ campaign. In previous sagas of Heineken ads, the brand featured nations and cultures now the focus narrows and the settling is a famous city. We’re in Paris with a handsome guy, of course.
The key aim of this campaign is to elucidate hidden treasures of the city which is very common and due to its famous sights, today seems even monotonous. Everyone is fed up with Eiffel Tower and Louvre, but what about an underground excursion and drinking a couple of Heineken bottles with a doctor in a plague mask or watching a gymnast performing unbelievable things in the catacombs of Paris? Sounds promising, right?
A handsome man steals a group of tourists from the guide and presents them with the best tour ever through unknown Paris. During the journey, the guy pretends to shoot into mimes and saves one more bottle of Heineken for a tourist who had stayed behind. This exciting journey ends up on the stage where girls are dancing cancan in some underground lounge bar. The Heineken international audience is excited again.
Heineken print advertisements
Heineken has always proven that they have an extraordinary marketing department by creating ingenious and catchy advertisements.
When you are reading this you’re probably thinking at the walking fridge commercial on TV but that’s not the only ad that should have caught your attention.
Besides the TV ads on which they focused their effort, they also put their talent in making some interesting print advertisements also. I’m letting you enjoy a big piece of creativity.
Ending thoughts on Heineken advertising campaigns
No matter how hard do the marketing managers at Heineken struggle to present Heineken as a really international brand, figures sometimes betray them in their attempts as it was in Mexico for instance when they lost 1.23 share points in the import sector.
On the other hand, in the U. S. they managed to succeed especially with Heineken Light. One of the ways to support main advertising campaign is to reply directly to the customers by means of social networking sites like Facebook Twitter and others.
To sum it up we can say that Heineken is a quite successful brand with advertisement campaigns that have created almost its own history and go in a natural flow one after the other. It has something classic about it like a handsome gentleman in almost every ad launched.
The fusion of friendly humor and comic situation with an unusual and unprejudiced point of presenting create an unforgettable effect. You cannot say that its gender oriented either, as there are so many adventures featuring both men and women. While watching the Heineken advertisements you enjoy an overwhelming explosion of colors sounds emotions and sparkles.
Different nations and cultures interlace in their ads and seem unmatchable at the first glance, but at the end of every Heineken commercial you realize there’s something common for them all – they are united by Heineken.
If you liked this article about Heineken ads, you should check out this article about Coors Light ads.
There are also similar articles discussing Modelo ads, Stella Artois ads, Guinness ads, and Corona ads.
And let’s not forget about articles on Budweiser ads, beer print ads, Pepsi ads, and creative billboard ads.
Bogdan Sandu, a seasoned designer with 15 years of diverse experience, has been designing websites since 2008.
Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients.
His skills extend to creating posters, vector illustrations, business cards, and brochures. Additionally, Bogdan's UI kits were featured on marketplaces like Visual Hierarchy and UI8.
Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients.
His skills extend to creating posters, vector illustrations, business cards, and brochures. Additionally, Bogdan's UI kits were featured on marketplaces like Visual Hierarchy and UI8.
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