(Click image to go to the full AdAge article.)
Just seven months ago, the two largest beer brands in the world, Heineken and Bud Light, announced they were looking for new advertising directions. We had long been lambasting both for their borrowed-interest "image ads," long on celebrities and entertainment, but completely void of any message about the beer. We suggested they consider "... communicating how (the) brand is distinctive and different from competition... choosing the most powerful product-anchored difference, and successfully dramatizing it..."
Today, Heineken unveiled its new worldwide advertising campaign. We couldn't be more impressed.
Today, Heineken unveiled its new worldwide advertising campaign. We couldn't be more impressed.
"There's more behind the star" reinforces this is advertising about the beer. The clever use of a "star," Benicio del Toro (not Antionio Banderas), dramatizes the distinctive differences in the beer: World famous...the only beer enjoyed in 192 countries around the world... samples sent from all the breweries back to the Netherlands... it tastes the same everywhere.
These are reasons to choose Heineken over other brands. And as we never grow tired of repeating, this is what advertising is supposed to do; this is how you sell beer.
Et tu, BL?
These are reasons to choose Heineken over other brands. And as we never grow tired of repeating, this is what advertising is supposed to do; this is how you sell beer.
Et tu, BL?
And what about Bud Light? Well, they're teasing their latest celebrity ad on Entertainment Tonight. Appropriate, too, because whatever "entertainment" there is in that campaign, there is absolutely no message telling us what's distinctive about Bud Light.
Heineken and Bud Light?
Somebody had to come out on top.
Heineken and Bud Light?
Somebody had to come out on top.
New advertising? Heineken comes out on top.
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