The challenging and involving World of
Heineken campaign is getting more than a
few curious eyebrows raised as it roils out
in numerous media markets worldwide. The
World of Heineken campaign is one of the
most extensive campaigns launched by the
company...ever.
Meant to tempt the media jaded into subtle
messages through print, poster, broadcast,
event and other mediums, it launched Meet
You There as Heineken's global brand
signature.
"Heineken Meet You There stands for an
open and inspiring invitation to meet new
people and to have more enjoyable
experiences. It embodies the unexpected,
the possibility for the spontaneous, for the
unconventional, and ail that in a typical
clever, witty Heineken way" says Walter
Drenth, Global Marketing Communication
Manager Heineken. "Heineken is a brand
that is delivering enjoyment, and
enjoyment has to be done in a witty and
humorous way, not slapstick," explains
Pascal Gilet, Global Marketing Manager for
Heineken. "A bit beyond the obvious—
that's the premium feel consumers expect."
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