LIONS
CANNES^:
Heineken
BRANDS
open your world
process. In the case of 'The Date', Sandrine
hints that this could involve, "helping
young men with the nerve-wracking task
of asking a woman out on a date before
sweeping her off her feet like Heineken®'s
hero. This subsequent stage in the brand's
marketing strategy will focus on leading
the conversation instead of just taking
part in it."
A New Approach
The 'Man of the World' campaign
is reflective of Heineken®'s more
sophisticated approach to engaging its
consumers. Campaigns are no longer
developed for a specific medium, but
rather are primarily content driven. "It's all
about creativity," states Sandrine. "Good
content plus creativity in expressing
the message is the best way to create a
deeper emotional engagement with your
audience," a statement wholeheartedly
supported by Alexis Nasard. "I strongly
disagree when I hear analysts and other
experts say that beer is beer, there's not
much you can do with it. Beer is not just
beer. We can use innovation to refresh
and renew the category, our brands and
our campaigns."
Entertainment remains the guiding
principle for contemporary Heineken®.
Sandrine explains: "When you have
content which is really entertaining, you're
automatically part of the conversation
with customers, with bloggers and with
consumer's and that's exactly where we
want to be."
58TH INTERNATIONAL FESTIVAL OF CREATIVITY
19-25 JUNE 2011
"The Cannes Lions
International Festival of
Creativity awards affirm
that Heineken® is indeed
part of the conversation
and remains a leader in
creativity and innovation
in marketing."
Autumn 2011 World of HEINEKEN 15
