Created by Wieden + Kennedy, the 360-degree campaign takes everyday situations and shows how people can apply the Give Yourself a Good Name viewpoint to make a positive impact on themselves and those [image-nocss] around them. Also, for the first time, Heineken Premium Light will be fully integrated into the new platform to help achieve greater impact.
TV spots feature character actor John Turturro in a mentor role that accentuates his authority as he lightheartedly shares words of wisdom such as "that which a man laughs at reveals his character. That which a man drinks reveals his nature." With the bottle of Heineken acting as a metaphor, Turturro inspires the viewer to be the "leader of his own expedition" and "captain of your own galleon."
This month, Heineken USA debuted the full 360-degree campaign with additional broadcast creative executions, national media, print, OOH, promotions, on- and off-premise activation, PR and digital.
In addition to three Turturro spots, 11 more TV spots, including new executions for Heineken Premium Light, Hispanic and African American, illustrate how consumers can give themselves a good name.
"Our new platform connects the values of the consumer and the values of the brand," said Christian McMahan, chief marketing officer for Heineken USA. "Our consumers strive to give themselves a good name in a variety of ways including the opportunities they pursue, their responses to every day situations and through the brands they choose. Heineken is a brand with a 'good name' reinforced by 146 years of brewing excellence and a family-driven mentality to be the best. With our new campaign, we're taking steps to ensure that we continue to remain relevant and connected to our consumers."
White Plains, N.Y.-based Heineken USA Inc., a major beer importer, is a subsidiary of The Netherlands-based Heineken International BV. Brands imported into the United States include Heineken Lager, Heineken Premium Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.
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