Requested in m
Requested in more count ries than any other beer
30
fy with what we are trying to convey,
i.e. that Heineken is the best choice
for special moods and special
moments."
Commercial
Unlike the previous campaign,
which was based solely on print ads,
the new one uses both TV commer
cials and print. At the time of the
launch three print ads and one com
mercial were available. In the past
few months these have been joined by
several new advertisements.
Heineken's choice of TV commer
cials was a deliberate one. The
importance of satellite broadcasting
stations has increased so much over
the past decade that they have be
come an advertising vehicle that can
not be ignored.
The new campaign will therefore
be used in principle in advertising
media with an international charac
ter. In other words, in magazines like
Time and on international TV satellite
stations like Eurosport and MTV.
Billboards will also be used at inter
national airports.
The campaign is built around the
slogan 'Heineken. Requested in more
countries than any other beer.' Each
of the print ads always shows a pic
ture that is typical of the relevant
country, plus a mention of the year in
which Heineken first became availa
ble on that country's market. The TV
commercial is called 'Reunion' and is
set in New York City at the beginning
of this century. A newly arrived immi
grant goes out looking for a relative
who has been living in the US for a
long time. They celebrate their re
union with a Heineken Beer.
These pages show some of the
print ads used in the new campaign
and stills from the 'Reunion' commer
cial.
THE WORLD OF HEINEKEN
