Heineken launches
corporate identity campaign
In close collaboration with its
advertising agency in Holland,
FHV/BBDO, Heineken has
developed an international
advertising campaign.
The aims are:
to build and support a world
-wide corporate identity for
the Heineken brand and the
Heineken company;
to provide extra support for
•local Heineken advertising
in various countries;
to fight the international
^competition.
The campaign has been devised
and planned as an essentially
long term effort, as seeding
rather than harvesting. It will
be directed mainly at interna
tional decision makers, not
merely for their value as
consumers but also with regard
for their status as accepted
trend setters. A series of adver
tisements is therefore to be
placed in magazines circu
lating internationally. Another
reason for the choice of these
journals is to avoid the risk of
having the advertisements
appearing in media already
used for local Heineken adver
tising campaigns. After
thorough research the follo
wing magazines were chosen:
Newsweek International,
Time (Atlantic, L.A./Pacific
editions), Business Week
(international edition), Inter
national Management (edit
ions circulating in Europe,
Africa and the Pacific), the
Economist (European editions
excluding the UK), Far Eastern
Economic Review, Progreso
and the international edition of
Fortune. As you will see in the
introductory advertisement,
the main message of the cam
paign is, "When you make a
great beer, you don't have to
make a great fuss.And this is
the keynote of all Heineken
advertising. Heineken compe
tes more by means of under
statement than by superlatives.
This is also the reasoning
behind the visual aspect of the
advertisements. Just an attrac
tive glass of Heineken beer in
combination with the bottle.
No beautiful people, no
glamorous surroundings. To
express these ideas and to
maintain long term attention,
each advertisement, appearing
after the introductory ad, will
carry a different headline follo
wed by the visual and the pay
off line, which will always be
the same: "When you make a
great beer, you don't have to
make a great fuss."
We could show you old laded pictures
of the brewers who started it all,
ourgplden fields of barley,
or all the medals we have won.
However.
When ww make a great beet yew dlift hmv to make a great hiss.
Also available at Charles Monin's bar,
hotel Nouvata, New Caledonia.
Great Grandfather
Heineken had a secret recipe.
When you've got a secret recipe,
vou don't shout about it.
We could have taken a beautilul
photograph ol beautilul people drinking
Heineken on a beautilul Bahama beach.
However.
Once again we're not engaging
an 84 piece orchestra to play
our Heineken jingle.
Of course we use prize hops,
fine barley and pure yeast.
Doesnt everybody?
When yuti make .1 glial I x'et; 1 daft hmv u> 11 taken great his
10
