Heineken USA launched a new campaign for the equity which establishes its new and dynamic overarching marketing platform–“Give Yourself a Good Name.” The campaign showcases subtle ways in which consumers decide to “give themselves a good name” through their actions, their words and their choices. Effective immediately, Give Yourself a Good Name will lead all brand activities.
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 around them. Also, for the first time, Heineken Premium Light will be fully integrated into the new platform to help achieve greater impact.
“Our new platform connects the values of the consumer and the values of the brand,” said Christian McMahan, chief marketing officer, 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.”
Super Bowl Rotation
The first television spot, a 30-second ad featuring actor John Turturro, debuted during the NFC Championship game on Jan. 18, and is running in a strategic rotation leading up to the Super Bowl on Feb. 1. A second 30-spot with Turturro will air in 27 markets during the Super Bowl XLIII broadcast.
“We’re committed to starting the year with a bang and putting the Heineken brand front and center,” McMahan said. “Both the NFC game and the Super Bowl reach our consumers directly, and we’re excited to showcase our new creative on a national stage during this relevant timeframe.”
Turturro will be featured in three TV spots total in a mentor role that accentuates his inherent 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.”
The Media Mix
In mid-March, Heineken USA will debut the full campaign with additional broadcast creative executions, national media, print, OOH, promotions, on-and off-premise activation, PR and digital.
In addition to the three Turturro spots, 11 more TV spots–including new executions for Heineken Premium Light, Hispanic and African American–will illustrate how consumers can give themselves a good name.
Heineken USA is a subsidiary of Heineken International BV. Brands imported into the U.S. include: Heineken Lager, Heineken Premium Light; Amstel Light, Newcastle Brown Ale and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.