Heineken keeps its head

16 May, 2008

A new ad for Heineken continues its recent ad theme urging Brits to "use your Continental head".

The 50-second Helicopter ad and a cut-down 30-second version will be on TV until the end of June and will appear in cinemas nationally from then until mid-November.

The TV slots will be on both terrestrial and satellite and are scheduled during programmes including the Champions League final, rugby's Heineken Cup final, the Monaco Grand Prix and Derren Brown's Trick or Treat, all programmes deemed to fit the brand's target audience of 25 to 32-year-old ABC1 males.

The cinema screenings will include the new Bond movie Quantum of Solace.

Like the first ad in the series, called Lobster, the ad focuses on serving Heineken with a continental-style head.

Chris Duffy, Heineken UK's customer marketing controller, said: "The first ad really struck a chord with consumers, achieving excellent levels of recognition.

"In the off-trade, we have now rolled out Heineken DraughtKeg nationally to all take-home customers, so we are confident that the movement will really pick up momentum this year."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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