Events
THE WORLD OF HEINEKEN
of Heineken, the international character of Heineken and the
message that Jacco refers to as 'Heineken in my world'. "Basically,
we want to communicate that though Heineken is indeed very big
and international, it is very close to them at the same time. In fact
we are saying that we understand the local consumer, which gives
us a bond with that consumer."
The focus on the Irish consumer was reflected in particular in a
new ninety-second TV commercial entitled The Border Check.
Van der Linden: "The idea for the campaign came from asking
ourselves - what has made Heineken the world's favourite beer?
Our consumers of course. So we talked to them and began to
understand that they are the kind of people that like to try new
things, meet new people and go to new places."
In the marketing approach for Heineken beer Jacco van der Linden
and his team always have the picture of Jack in mind. "Jack is a
fictional person, but a man that you could describe as the typical
Heineken drinker in Ireland. He is in his early twenties and lives in
the city together with his friends. Jack likes to travel, because he
is constantly seeking new experiences. But he always returns to
Ireland. That is where his roots are."
Heineken links up with Jack's passion for music and sport by
sponsoring top-class events. In the music area these include the
