Hinekken? Heniken? Heineken Says It Doesn’t Matter As Long As You Have A Good Time, One Way Or Another
Heineken is marking its 150th birthday with a global campaign that shows how the brand doesn’t care how consumers drink, name or spell it, as long as they are having a good time with it, one way or another.
Inspired by the words of Freddy Heineken: “I don’t sell beer, I sell gezelligheid” (which is a famous Dutch phrase meaning ‘the feeling of good times’), Heineken’s latest creative pokes fun at itself by showing that good times are not generated by spelling or drinking a beer a certain way, but are instead enhanced and enjoyed through quality socialising and the power of real human connection.
The hero TVC, developed by advertising agency, Le Pub, takes viewers on a journey around the globe to showcase all the different ways people adapt and enjoy social moments and memories with Heineken – while showing that they are not always done in the way the brand necessarily intended or expected. From an incorrectly spelt tattoo of the Heineken logo to a beer being served with a lime, straw and even ice. The light-hearted film also features nods to the brand’s many sponsorship properties, that have enabled good times, including featuring former Formula 1 World Champion, Mika Hakkinen.
Bram Westenbrink, global head, Heineken Brand, said: “We’re open-minded about the way that our consumers refer to us, how they spell and nickname us, and how they drink Heineken because, we know this doesn’t really matter. Throughout our 150-year legacy, we have learnt that good times are not about getting it right, but the conditions, locations and people we are able to enjoy a beer with.
While how we enjoy good times may have changed and may differ in each of the 192 countries we are sold in, the need for good times remains the same and consistent, just like our beer. So, this campaign is a celebration of that universally shared experience, and the joy quality socialising and human connection can have for people, one way or another.”
“For 150 years, Heineken has been more than a beer brand. With its witty, open-minded and relevant behaviour, it has brought global consistency and strong local presence. Many would think that such an iconic brand would care about the way it is spelt or experienced globally. Actually, Heineken thinks that as long as it is appreciated and people have good times, the real gezelligheid is achieved.
“That’s why we’ve created an unusual anniversary campaign, not self-celebratory or focusing on the Heineken credentials and history but on the ways it is enjoyed across the world” Bruno Bertelli, Global CEO of LePub, Global CCO of Publicis Worldwide, CCO of Publicis Groupe Italy.
In addition to the TVC, Heineken is making its open-mindedness publicly known by playfully rebranding its social media accounts and website pages – using common spelling mistakes and colloquial nicknames to remind people it’s not the spelling, but the experience that matters.
Highlighting the importance of generating and enabling “Good Times”, Heineken has partnered with human behavioural scientist, Dr Chris Brauer, Goldsmiths, University of London to construct a new brand tracking metric. The Heineken Good Times Index looks at the conditions that consumers need to experience that feeling of good times and provides a score to Heineken for how their brand is contributing to this globally.
This new metric will now form part of the ongoing global brand tracking metric, undertaken by Kantar and will ensure that they are holding themselves accountable to supporting, enabling, and creating experiences that will enable good times now and into the future.
Heineken is available in over 192 countries, making it the world’s most international beer brand. With Heineken 0.0 and Heineken Silver, the Heineken brand remains one of the most innovate when it comes to choice and flavour, ensuring all modern needs and tastes are met.
Please login with linkedin to comment
Latest News
‘Blair Is Mr Happy, Beau Is Mr Dopey, I’m Mr Grumpy’ – Top Gear Australia Hosts Reveal What It Was Really Like Filming
Top Gear features the cars you could never afford to drive. It's a bit like the bogan's Gourmet Traveller, really.
Nine’s Total TV Sales Lead Richard Hunwick To Step Down
Nine's Richard Hunwick calls time after 15 years. Hoping for a last trip to the Olympics before getting the gold watch.
Yahoo Academy Culminates With Pitch-Off For Musicians Making A Difference With Trip To Cannes In Cairns On The Line
B&T happy to support the Musicians Making A Difference initiative. Particularly any that encourages more Watusi.
TV Ratings 16/5/24: Nearly 2 Million Tune In To See Sky Blues Win In Women’s State Of Origin
B&T does make jokes about the Budget reply speech but, to his credit, Mr Potato Head rated OK last night.
Binge Launches “Scene:Scents” Sensory Entertainment Campaign, Via Thinkerbell
There's now scented candles to pair with BINGE shows. We're hoping Rex Hunt's Fishing Adventures doesn't hear about it.
Jolt Partners With Veridooh For Verification Of Its EV Charger Placements In UK
Although B&T's an avid supporter of EV cars, we'd definitely miss the smell of petrol and the service station pie.
Nine Ad Manager Named Principal Sponsor Of CommBank SmallBiz Week
CommBank's SmallBiz Week is coming to Melbourne on the 29-30 May. B&T's as confused as you are on how that's a week.
Pet Circle & Seven Communications Partner On “Pawtition” To Get Pets On Public Transport
B&T's concerned about the fleas, urine & faeces on public transport - and that's just from fellow passengers!
‘A Win-Win’ – How The Matildas Helped CommBank Become A ‘Globally Iconic Brand’ For The First Time
CommBank's sponsorship of the Matildas is a sport marketing masterclass. The opposite to Nick Kyrgios & his sponsors.
VML Australia Dominates The One Show With 5 Gold Pencils
VML Australia flying the flag at the One Show Awards in New York. Not that we need more flag waving at the moment.
Social Soup: Consumers Looking For “Informative” Not “Funny” Social Content When Making Buying Decisions
In a further blow to ventriloquism everywhere, new research says consumers prefer information over funny videos.
GIO Unveils New “Protect Precious” Brand Positioning & Campaign, Via Ogilvy
Insurer asks what's precious in our lives in new work. Which is better than asking is this business highly flammable.
Digitas & Heckler Singapore Launch Animated Symphony For Riot Game’s Valorant Champions Tour Pacific
Stony silence between you and the graphic arts team at Friday drinks? This gaming news could be an ice breaker.
Wavemaker Global CEO Toby Jenner Appointed Global President, GroupM Clients
Wavemaker’s Toby Jenner continues his career trajectory. But is it enough to move him up to the first class lounge?
Fast 10: Mindshare Head Honcho Maria Grivas On Her “Resting Smiling Face”
Mindshare is having a very fruitful 2024. Here, CEO Maria Grivas reveals her fertilisers & pruning tips to success.
Real Home Care Clients & Staff Star In New HammondCare Campaign
Aged care commercial uses real life clients & staff. B&T has not contacted the actor's union for comment.
Mutinex’s Henry Innis: “I’m Imperfect As A Leader”
Mutinex is being touted as one of the hottest start-ups in the land. And we don't mean that in an Elizabeth Holmes way.
Slew Of Senior Hires At Sparro by Brainlabs & Jack Nimble
B&T loves to report new hires as it shows the healthy state of the industry. That and cocaine usage at work functions.
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
As you read first in B&T, there are significant comings-and-goings at Initiative. Though mainly goings, if we're honest.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.