Heineken has unveiled a new integrated global marketing campaign that will encourage consumers to discover that “there’s more behind the star”.
The new US and global-led program is comprised of three new TV commercials, featuring actor Benicio Del Toro. Launching in more than 70 markets globally, the campaign focusses on the brand’s rich heritage and “unparalleled international footprint”. The humorous spots see Del Toro comparing what is behind his own ‘star’ status to specific stories behind the legendary Heineken brand – such as how it is the same in the 192 markets in which it is sold.
Filmed in a variety of locations in Barcelona and released in both English and Spanish, the campaign includes one advertisement that sees Del Toro claim that Heineken is “world famous – like me”. He is then mistaken by two eager fans for Antonio Banderas, before the words “this is not Antonio Banderas” appear on screen.
“Consumers increasingly want to know what’s happening behind the scenes in all areas of their lives,” said Heineken vice-president Ralph Rijks. “This includes their beer of choice. Heineken has a wealth of authentic back stories that make up its rich history and illustrate why its popularity is so enduring. Our new campaign is designed to bring these stories to life in a fresh and innovative way, using the wit we have become famous for.”
Heineken master brewer, and co-star of a set of new digital commercials alongside Del Toro, Willem van Waesberghe said: “The new campaign engages consumers in our brewing heritage and focusses on the quality ingredients that ensure that the great taste of Heineken is the same around the world. From small beginnings to our current global footprint, one key constant is unchanged – the original Heineken recipe. The skill and expertise of our master brewers means that the quality of our beer remains as high as it was on day one.”
And Benicio Del Toro added: “I couldn’t be happier having the opportunity to work with Heineken to bring this project to life in a fun way. Heineken has a rich history and heritage that speaks for itself, and I’m excited to bring my talents to this global campaign.”
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