New Heineken Campaign – Behind the Star
Heineken launched an integrated, global marketing campaign, There’s More Behind the Star, which invites consumers to discover the authentic product stories that are the foundation of an iconic, global brand. The new campaign includes a fully integrated, 360° marketing program that incorporates national TVC, digital and social support, along with limited edition packaging, display and point of sale materials, and special consumer offers (where legal).
“Consumers increasingly want to know what is happening behind the scenes in all areas of their lives. This includes the beer they drink,” said Ralph Rijks, Senior Vice President, Heineken. “Heineken has a wealth
of authentic backstories 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.”
The new U.S. and global led program is comprised of three new TV commercials, featuring award-winning actor, Benicio Del Toro. Launching in 70+ markets globally, the campaign focuses squarely on the beer, the brand’s rich heritage and Heineken’s unparalleled international footprint. The humorous spots along with additional pieces of short-form digital, released in both English and Spanish, see Del Toro comparing what is behind his own ‘star’ status to specific stories behind the legendary Heineken brand.
“I couldn’t be happier having the opportunity to work with Heineken to bring this project to life in a fun way,” said Benicio Del Toro, on his first ever role as a brand spokesperson. “Heineken has a rich history and heritage that speaks for itself, and I’m excited to bring my talents to this global campaign.”
Digital display media and social channels will be deployed to create awareness surrounding the campaign. There’s More Behind the Star will be supported on-premise with POS materials, including posters, table tents and coasters, encouraging customers to choose “star quality.” In the off-premise, attention grabbing displays, price cards, cooler decals and wraps will highlight Heineken Lager’s three natural ingredients. Heineken is also partnering with Avocados From Mexico and providing MIRs and IRCs on the purchase of Heineken and fresh foods in order to promote natural parties, gatherings and social occasions.
“Today’s consumers are seeking higher quality and better-for-you products that support a more balanced lifestyle. By sharing Heineken’s authentic back stories and credentials, we are giving consumers all the information they need to ensure that they are choosing a natural beer guaranteed to complement their healthier lifestyle.”
