Sydney – As global beer brewing company Heineken celebrated its 150th birthday around the world, Heineken Australia marked the milestone by launching the ‘Celebrate Whatever You Call Us’ campaign, a local campaign that encouraged Aussies to creatively make up unofficial nicknames to label Heineken beer.
The ad, created by Saatchi & Saatchi Australia, encourages Australians to invite their friends over for a Heineken and joke around about their favourite beer nicknames. The potential for their beer name to feature in Heineken’s national campaign, on digital billboards, or on beer taps in chosen hospitality establishments around the nation serves as the main motivation for engagement.
Heineken and Saatchi & Saatchi also called on Daniel Ricciardo, Australia’s very own eight-time F1 Grand Prix winner and racing driver, to assist in consumer interaction and inspire Aussies to get creative. Ricciardo parodies several beer nicknames by using a pun involving beer and recognizable places or people, such as Mt. Frothiuszko, Steve Brewscemi, and even his own nickname, Daniel Beerciardo.
Speaking about the campaign, Dino Bozzone, country manager at Heineken Australia, said, “Australians have such an enthusiastic passion for nicknaming everything, and yet, despite Heineken being one of the nation’s most popular beers to drink, we realised Aussies don’t really have an existing nickname for our brand. Rather than trying to force this, our local campaign centres around inserting Heineken into the existing category vernacular of beer nicknames.”
“It also insinuates that Heineken isn’t precious as a brand, as we’re open-minded about the way our consumers reference us, because this ultimately doesn’t matter. All that does is Aussies continue to celebrate with us down under! That’s a legacy Heineken wants to continue championing for the next 150 years, not just here in Australia, but in the remaining 191 countries where Heineken is sold around the world. We’re excited for Aussies to unleash their imagination and see what quirky, fun and original beer nicknames they can brew up,” he added.
