fflF ARE:
It's all true! These three
words form the basis of the
most innovative and
provocative beer advertising
campaign of 1996. What
campaign? The Heineken
brand campaign for the
United States. Fashioned by
Wells, Rich, Green,
Heineken USA's advertising
agency, this campaign has
taken two elements, the
Heineken red star and true
conversations and put
together a campaign which
is making beer consumer
laugh and think, and, it
appears, buy Heineken beer.
Even the kickoff of the campaign was
unusual and mysterious. One televi
sion ad began running in March
which showed a building facade
being painted green (Heineken
green, that is). On the green was
painted a big red star. The photogra
phy was done in fast motion over
day and night and was accompanied
by the tune "TWinkle, Twinkle Little
Star". The spot ended with a man
opening the one window in the
building and looking up inquistively
at the red star. That "what's that?"
set the tone for the month-long
"teaser" campaign which featured all
types of outdoor executions in addi
tion to the "twinkle" spot.
More intrigue was added by the
use of a specially-outfitted bus which
traveled across the U.S. in the second
half of March. The bus was outfitted
with green vinyl with red stars, but
no brand identification. It made for a
magnetic people attraction wherever
it went. In addition to its visage, the
purpose was to let people write on
the bus. Dubbed "freedom of expres
sion" tour, it went to high visibility
locations in several cities and atten
dants encouraged consumers to write
their thoughts on the bus. The entire
coach was covered by the time it left
the first city. In subsequent cities
people wrote the tires, anywhere
they could find an inch or two.
Trade reporters were most
anxious to figure out what in the
world this red star campaign was
about. One magazine Brandweek,
wrote two stories in successive issu
es reporting on what they thought
might be a Heineken campaign. Of
course, Heineken USA spokepersons
did their best to throw them off the
track. When the branded television
ads broke in early April, they were
quickly followed with a story in USA
Today, the American mega-news
paper. Much coverage in trade and
other media followed the introduc
tion of the branded campaign, and
media interest continues even today.
The uniqueness of the campaign
is simply that it is "All True". The
inspirations for the television, radio
and print executions aren't from the
pen of an advertising copywriter.
They come from true conversations
THE TRUE ADVERTISING OF
HEINEKEN USA
Yes, WW know 'I 0mn bus Wkh <t red SUV
but wo want your opinion.
Take a few minutes to lend your creativity
lo this mobile work of an
In the weeks to come this bus wilt be touring
the U.S.
You .ti
the opportunity to write what's
on your mind.
Call it a touring urban wall
A national thought pallet!
An American mind dump.
So. go ahead, write or draw anything you
want, but please, keep it clean The bus will
conclude its tour in New York City where the
mystery will be revealed in early Apnl
