Standing for something and standing out in a competitive category
In a competitive beer market, Heineken needed to stand out for consumers. We created a multi-channel campaign to help them do just that.
In a changing beer market with craft beers and world lager driving category growth, lagers have become lifestyle brands – you wear your beer as much as you drink it. For the man looking to make his mark in the big city, success is defined as being in the know. This man wants to open his world, but often struggles to get past the local. We needed to inspire and enable the ‘man to leave the village’ and become a man in the know in his city.
We created a multi-channel campaign to help our man of the world open his city.
The campaign infiltrated everyday lifestyle and live media across the city to interrupt and excite our drinker at all the right moments and amplify the brand behaviour to the max.
For the first time in its history Heineken overtook all its competitors on every brand health measure. This rising brand equity delivered disproportionate sales growth.
Extensive media coverage and social swell.