BRANDS
I
j Inspiring
Conversations
'The Date', Heineken®'s brand-riew sequel to the award-winning
'The Entrance' commercial, takes consumers on another inspiring
journey using an entertaining and modern approach. With its
new genre of advertising, it aims to inspire consumers whilst
ultimately encouraging conversation about the brand. "Truly
understanding our consumers is allowing us to become part
of their conversations and creating brand value, which will
subsequently have an effect on consumer demand," Alexis Nasard,
HEINEKEN's Chief Commercial Officer, explains.
gold award for film craft and film category.
"These awards affirm that Heineken®
is indeed part of the conversation
and remains a leader in creativity and
innovation in marketing. This is vital for
reinforcing our unique premium positioning
and making our brand worth paying more
for," says Cyril Charzat, Heineken® Brand
Director.
A Fresh Twist
The brand's 'Man of the World' campaign
is intentionally different from other
advertisements within the beer category.
The global advertisements are fast-paced
to keep up with the 'video clip' generation
and are based on visual wit instead of
dialogue, since humorous dialogue doesn't
always cross borders as effectively as
visual humour. Additionally, the campaign
series makes use of clever, subtle jokes
instead of a single 'gag', which creates
more opportunities for the consumer to
find something that appeals to them.
T
his theory was confirmed
by the outstanding results
JL. of 'The Entrance', which
was launched in selected countries this
summer. The online launch exceeded
all expectations, with a number one
position in the Viral Video Chart's
Global Ad Listing and over four
million viewings, and counting,
in 131 countries.
In June 2011, Heineken®
brought home seven
awards from the Cannes
Lions International
Festival of Creativity,
of which four were
awarded for
'The Entrance',
including the
prestigious
12 World of HEINEKEN Autumn 2011
