Taste the World,
Taste Heineken.
Heineken commercial for Caribbean markets:
Make the consumer aware of the international
appreciation and premium quality of Heineken
heer. That was the assignment that Heineken gave
to the advertising agency Upmarket for the pro
duction of a series of commercials for a large num
ber of markets in the Caribbean region. 'Taste the
World. Taste Heineken' was the impressive result.
In commercials lasting 60 seconds
the choice of locations for the
shooting strongly emphasises
the international recognisability of
Heineken beer. Prominent cities and
areas throughout the United States
and Europe form the backcloths for
the commercials: New York, Venice,
Moscow, Paris, the US winter sports
resort Aspen, Miami and the
Bahamas.
The role of music in commercials
is becoming more important all the
time. In the new Heineken Caribbean
campaign the music, produced by
David Forrest and Billy Seidman, also
forms the main link. The scenes in the
commercials - two of which are cur
rently being broadcast - are based on
the lyrics of a song that has now been
produced in two versions: a pop and a
jazz version. The aim is that these will
also be joined by a classical version.
Film editor for this project was
Bob Jenkis. He is specialised in music
videos and commercials and he work
ed together with Janet and Michael
Jackson and director David Uynch.
Becently he was nominated for an
Emmy and an MTV Award. The key
message of Taste the World is the
international premium image of
Heineken and it is targeted at self-
confident people who are satisfied
only with the best. These pages show
a selection of stills from the new com
mercials.
I II K W O II L I) O I II I. I N I K K N
