Beer is not
just beer, we're
successfully using
innovation to
refresh and renew
the category, the
branaand our
campaigns.
U
Audacious and Unexpected
'The Date', the newest release in the 'Man
of the World' campaign, takes the idea of
an entertaining and inspirational character
one step further, as he takes his stunning
date on a whimsical journey through Hong
Kong. The campaign emphasises the bold
voice and cosmopolitan nature of the
Heineken® brand and in turn, its consumer,
whilst being consistently unpredictable
and surprising.
"In 'The Date', we decided to show the
warmer side of the hero. In addition to
being suave and bold, he's kind and caring
and genuinely interested in other people.
He is also slightly more down-to-earth
in appearance and is therefore easier to
relate to," say Sandrine Huijgen, Global
Communication Manager for Heineken®.
The music featured in the second
commercial, the catchy 1960s Bollywood
track "Jaan Pehechaan Ho", provides
a contrast to both the music used in
'The Entrance' and the Asian setting
of 'The Date'. "We needed something
with dynamism, something that makes
you want to dance," Sandrine explains.
"Using a romantic track would have made
the advertisement lose its edge, light-
heartedness and energy."
The testing results of 'The Date' matched
the real success of 'The Entrance'. The
advertisement was viewed as 'highly
entertaining' and scored very positively in
terms of 'active engagement' - the urge
to do more than just passively watching
a commercial, the intent to pass it on to
friends for instance, is a vital action for
creating conversation around the brand.
Digital Marketing
HEINEKEN has decided to launch this
commercial in the same manner as 'The
Entrance'. Instead of targeting television,
a digital version of the advertisement was
Autumn 2011 World of HEINEKEN 13
