Heineken
green means safe
smiling e
Refreshes
Label
GRAND PRIX PARIS 1889.
DIPLOME D'HONMEUR
AMSTERDAM
LABEL 1954
is doing, but the goal is to form a picture of your market," he
once observed in an interview with an advertising trade journal.
Alfred Heineken was closely involved in every aspect of the
brand's image and took a special interest in the advertising
campaigns. Some of the hard decisions he took were difficult to
accept, but he was proved right in the end. Back in the 1960s,
for example, when the brewery was working hard to build a
strong position for Heineken beer in the UK, British advertising
man Frank Lowe devised a campaign which is still running today:
Heineken refreshes the parts other beers cannot reach. Alfred
Heineken's fellow board members were less than enthusiastic
about the concept, but he was convinced the campaign would
work. Now, thanks largely to the 'Heineken refreshes
campaign, Heineken is among the leaders in the on-trade
segment.
Alfred Heineken also understood that advertising wasn't the only
