Tag: Heineken

Ho Chi Minh City, Vietnam – Heineken Vietnam has launched a new campaign for its Heineken Silver by embodying the tagline “Enjoy the Smoothness,” which was inspired by a footballer’s celebration slide. The new local campaign was developed alongside LePub Singapore and Leo Burnett Vietnam. 

The “Enjoy the Smoothness” campaign works as follows–Heineken gives fans instantaneous discounts on Heineken Silver through Grab for each goal during live football games that is celebrated with a player sliding smoothly. 

To do this, LePub Singapore and Leo Burnett Vietnam created a proprietary machine learning model for the marketing campaign that integrated two data sets and used visual data analysis to determine the beginning and finish of the presentations. They also computed the distance of each player’s slide using real-time player data from the matches. The discount increases with the length of the slide. 

During the UEFA Champions League quarterfinals in Vietnam, “Enjoy the Smoothness” was introduced. More slides—as well as discounts—are planned leading up to the finals in June. 

Speaking about the campaign, Anna Bizon, marketing director at Heineken Vietnam, said, “’Enjoy the Smoothness’ kicked off with a powerful and unstoppable shot from Bernardo Silva, followed with a beautiful 1.7-meter knee slide celebration, equating to a 17% discount on Heineken® Silver. The response to this campaign has been phenomenal, with a growing number of fans celebrating goals with Heineken® Silver this football season.” 

Meanwhile, Cyril Louis, global executive creative director at LePub Singapore, stated, “In a country that’s crazy about football, we had the idea of making Heineken® Silver’s smooth taste synonymous with the smoothest knee slide celebrations, and let fans enjoy the match with a Heineken® Silver in hand – it’s an unexpected way of showcasing Heineken® Silver’s unexpected smoothness.” 

Singapore – Global brewing company Heineken has launched their latest creative campaign for Heineken Silver alongside the upcoming release of Marvel Studios’ “Deadpool & Wolverine” on July 26.

Featuring the film’s stars Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine), the campaign shows fans how Heineken Silver is the perfect bridge to help resolve the bitterness amidst the iconic feud between the two characters.

In the spot, Deadpool entices Wolverine to rise above hostility, offering to instead lay back and share a Heineken Silver rather than fight.

The campaign will include a television spot, in-store promotion, as well as digital and social media support.

In a statement, Ryan Reynolds and Hugh Jackman mentioned, “One thing that Deadpool and Wolverine can agree on is that Toad is not in anyone’s top 10 mutants. But that’s not why you’re here. The other thing we agree on is that we’re happy to be entering the MCU with Heineken Silver. Nothing gets you through the long and frequently confusing days in the multiverse like the crisp & refreshing taste of Heineken Silver.”

Talking about the campaign, Jonnie Cahill, chief marketing officer at Heineken USA, said, “We are thrilled with the opportunity to continue building our presence within the Marvel Cinematic Universe, this time through a unique collaboration that will leave MCU fans without any bitter ending. This team-up will give viewers a special opportunity to see Deadpool and Wolverine set aside their differences over a beer, which is what Heineken Silver is all about – rising above bitterness to come together over a world-class beer.”

Bruno Bertelli, global CEO LePub, CCO Publicis Worldwide, also added, “It was amazing teaming up with Heineken Silver and Marvel Studios’ ‘Deadpool & Wolverine’. The campaign’s creative plays on an unexpected outcome, showing how even the most bitter of adversaries can find common ground over an iconic beer. With ‘All The Taste, No Bitter Endings’ we brought a twist to two rivals’ behaviour. The result is a campaign that defies expectations, leans into irony and hopefully puts a smile on your face.”

Meanwhile, Holly Frank, VP of partnership management & operations for Marvel Studios titles, commented, “Heineken Silver is all about ditching bitterness, so seeing how Deadpool and Wolverine could potentially do the same in a spot made for an exciting storytelling opportunity. Plus, Heineken is giving fans more of what they want with this campaign – Deadpool & Wolverine!”

Coming as a continuation of Heineken Silver’s All The Taste, No Bitter Endings campaign, this collaboration expands on Heineken’s rich history of film integrations. Since 2021, Heineken has been building its relationship with Marvel Studios, including integrations within Marvel Studios’ “The Falcon & The Winter Soldier” as well as a Super Bowl campaign with Marvel Studios’ “Ant-Man & The Wasp: Quantumania.”

Seoul, Korea – Global brewing company Heineken has launched their latest ‘LaundroMatch’ campaign, turning 24-hour laundromats into all-night sports bars so that Korea’s most avid football fans now have a place to watch the UEFA Champions League.

To achieve this, Heineken teamed up with LePub APAC and established a partnership with WashEnjoy, one of South Korea’s laundromat franchises, setting up a place for the real hardcore fans to get together and enjoy the games. 

The idea was inspired by the realisation that Asia is home to some of the world’s most hardcore football fans who choose to wake up very early in the morning to watch games live. Specifically, it’s also difficult to watch UEFA Champions League matches together with friends in Korea because most bars are closed at this time. Home might not be the best place to cheer on teams with friends at 4am, either.

The campaign, called ‘LaundroMatch’, launched on 10-11 April with two consecutive events, when fans flocked to WashEnjoy in Seoul to watch teams compete. Additionally, four all-expense paid trips to the final UEFA Champions League 2024 match in June were also up for grabs, promising fans with a dream-come-true experience.

Until June, South Korean fans will be able to scan QR codes found at WashEnjoy laundromats nationwide to access complimentary 30-day SPOTV subscriptions, so they can enjoy the UEFA Champions League quarter and semifinals at a nearby Heineken LaundroMatch.

Talking about the campaign, Giwoun Park, marketing director at Heineken Korea, said, “Heineken believes that being a ‘real hardcore’ football fan isn’t about how you look, it’s about how you behave – anyone who wakes up at ridiculous hours to watch their team, names their pets after their icons, or wears their lucky pair of socks during matches qualifies as hardcore. We wanted to celebrate Asia’s fans who truly live and breathe the sport in a positive, sometimes quirky way. And what could be quirkier than staying up all night to watch the UEFA Champions League at a laundromat?”

Meanwhile, Cyril Louis, executive creative director at LePub APAC, added, “You may think the world’s most passionate football fans are based in Europe or Brazil, but they can actually be found in all corners of the world – cities like Seoul, where fans are crazy enough to stay up all night to cheer on their team. We had the crazy idea of using laundromats to recognize the efforts of these fans and celebrate them with Heineken. When bars are closed, now there is a place for Korea’s real hardcore fans: 24/7 laundromats, transformed by Heineken into go-to venues for enjoying match day with friends.”

Thailand – In a celebration of putting ice on beer amongst beer-drinkers in Thailand and Laos–which defies traditional beer drinking conventions–Heineken has teamed up with Wunderman Thompson Thailand to launch ‘Heineken® Star Ice’, a beer ice product that works well for those who enjoy their beer very chilled.

The creation of Heineken® Star Ice involved a meticulous freeze process designed to tackle the challenge of beer’s distinct freezing point, which differs from that of water. To achieve the perfect balance between chill and flavor, the great art of blast freezing was used, a technique that immediately freezes the ice at -35 degree Celsius to ensure that the beer is transformed into ice without compromising its premium taste in a world-renowned Heineken® star shape.

Through this process, ordinary ice is elevated to extraordinary levels. The resulting ‘Heineken® Star Ice’ cubes boast an unprecedented chilling power, more colder than regular ice. As a result, each Heineken beer is infused with an invigorating coolness that perfectly complements the vibrant cultures of Thailand and Laos.

Park Wannasiri, chief creative officer at Wunderman Thompson, said, “We take pride in fusing global brand excellence with the beauty of local traditions. The creation of Heineken® Star Ice was a passionate journey that embraced the ‘Beer with Ice’ culture, reimagining tradition with an innovative freeze. Beyond the refreshing chill, this ice represents a celebration of unity and the shared moments that bring us all together. Here’s to Heineken Star Ice – a truly cool and cultural experience.”

Meanwhile, Fahmi Rajendra, marketing director at Heineken® Laos, commented, “Heineken® is turning 150 years; no such any other perfect time talking on our heritage and honour our history while spreading the spirit of good times and embracing the gezelligheid lifestyle that Heineken® represents.”

He added, “And no such any other perfect opportunity driving connection with consumers by celebrating light-hearted ways of how they enjoy good times with Heineken® all around the world whilst unintentionally adapting the brand and making it their own. With bold creativity, meaningfulness and open-mindedness Heineken® Star Ice was then brought to life.” Inviting our local consumers in Laos to have good times with Heineken®; the beer that is part of their world; while still enjoying their local beer drinking culture, ultimately.”

Singapore – International brewer Heineken has announced the setting up of its global innovation hub in Singapore today. Supported by the Singapore Economic Development Board (EDB), the hub is part of the brewer’s global network of five innovation hubs and will enhance collaboration across global, regional and market levels to deliver global innovations that fulfil unmet and emerging consumer needs.

The hub will also contribute to Heineken’s plan to deliver disruptive and scalable product innovations and double Heineken’s innovation rate by 2025. Its goal is to shape the future of beer and beyond to win the hearts of consumers.

Tapping into breweries and pilot plants across operating companies in APAC and research partners in Singapore, the innovation hub team will drive Heineken’s APAC innovation strategy and lead product development projects. 

Collaborating with Singapore’s ecosystem of flavour houses, R&D labs, and institutes of higher learning will help generate IP, build capabilities, and facilitate knowledge transfer.

Jacco van der Linden, regional president for APAC at Heineken, said, “Our APAC innovation hub will allow us to aggregate clusters of consumer data across the region, distil key insights, and translate this into opportunities for innovation. This is a game-changer for us, and we will work with our partners to create new and exciting experiences for consumers like Heineken Silver and the recently launched Tiger Soju Infused Lager. We also thank EDB for their support and look forward to working with them as we accelerate our innovation efforts.”

Meanwhile, Fong Pin Fen, vice president and head of consumer at EDB, commented, “Singapore welcomes Heineken’s decision to tap on our food and beverage innovation capabilities with its APAC innovation hub setup here. Heineken’s new set-up is now part of a vibrant innovation ecosystem of globally leading brands engaging in new product development from Singapore.”

She added, “It will create exciting job opportunities for our talent and collaboration opportunities for our research institutes and startup community. We look forward to the new products being developed out of the APAC Innovation Hub to cater to global markets from Singapore.”

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. 

Singapore – Whether navigating a hybrid, virtual, or purely physical work set-up, attaining work-life balance will always be a challenge for employees. This is why beer brand Heineken, which can be considered a mainstay in workers’ happy hours, has launched a simple but true-to-point ad about the struggle of employees to be ‘present’ in their social lives. 

In collaboration with advertising agency Le Pub APAC, the beer brand’s 48-second clip titled ‘The Ghosted Bar’ shows a group of friends having a fun time at a bar. Shortly after, paranormal activities take place where glasses of beer move on their own as well as a chair – with no person on it – sliding from one place to another. Towards the end, it is revealed that the movements are indeed manoeuvres of their friend who is currently stuck at the office but is still present in spirit – as a ghost – amongst them. 

And as if the brief narrative couldn’t get more exciting, it is graced by Heineken ambassador, Korean actor Park Hyung Sik. In the end, the beer brand reminds to don’t ghost your friends and to work responsibly.

Prior to releasing the ad, Park Hyung Sik shared an Instagram video of the said spooky encounters which served as a teaser for the said campaign. It seemed to have piqued fans’ curiosity with it garnering more than 4 million views in 24 hours.

Bram Westenbrink, global head at Heineken Brand, said that Heineken has always encouraged socialisation and healthy human connections where workers have a balanced social and leisure time.

“We’re thrilled to bring this platform to Singapore and Malaysia as a reminder to leave your duties on time and not let your social life fall behind,” Westenbrink added.

Bruno Bertelli, global CEO of Le Pub, added, “Heineken’s Ghosted Bar campaign reminds us to leave the office after an honest day at work to live your social life at its fullest. This is what #WorkResponsibly is all about.”

Park Hyung Sik also expressed his thoughts, saying that employees must enjoy social life and not let work impede their leisure time.

“Through this meaningful project by Heineken, we want to encourage employees to start working responsibly,” said the Korean actor.

‘The Ghosted Bar’ is, in fact, partially attributed to findings by a YouGov study which revealed that almost half of the employees in Singapore and Malaysia are guilty of ‘ghosting’ their friends. 

This latest campaign by the brand is the third ad released under its #WorkResponsibly campaign. It follows the launch of The Closer and The Office Cleaners which were both unveiled in 2022.

Singapore – Just months after the release of its ‘A Bolder Tomorrow’ campaign, Tiger Beer has launched a new campaign called ‘The Brewery, Uncaged’, which dramatises the beer’s brewing process centred around a retro-modernist theme.

The campaign, once again conceptualised by Publicis Groupe’s Le Pub, doubles down on the 80s nostalgia that is trending again amongst Gen Z. Bold, simple, sometimes over-the-top but also somewhat familiar, said campaign is steeped in cues from that iconic decade but with a modern layer to the styling and music.

Tiger Beer has also reinvented and modernised the classic ‘Eye of the Tiger’ track with a rap from Mega Ran, a globally-renowned DJ, rapper, and producer. Famous for fusing hip hop and gaming and for his endearing ‘nerdcore’ lyrics, Mega Ran’s songs have debuted on the Billboard Top 200.

For Sean O’Donnell, global brand director at Tiger Beer, the campaign perfectly dramatises the brand’s attitude towards perfecting the brew in the boldest possible way, with a reinvented soundtrack to match with it.

“Explaining what makes a great beer can be a generic and boring story that’s not very exciting for most consumers. But there is boldness rooted in Tiger Beer’s attitude – since 1932, we’ve been unstoppably bold, challenging the odds as a beer that was not supposed to exist in the tropics and is now a winner of global awards, conquering 60 markets and counting,” O’Donell said.

Meanwhile, Cyril Louis, executive creative director at LePub, commented, “From the first shot, it’s clear this is not a typical beer commercial; it’s all designed to entertain a new generation. A mix of styles takes elements of the past mixed with today’s culture to create something unique and entertaining while showcasing the Tiger brewing process, quality ingredients, and award winning credentials.” 

The campaign is part of the latest 360-degree credentials campaign from Tiger Beer, which will run in all Tiger markets globally across TV, print, digital and online channels. 

Singapore – As part of its campaign to celebrate music versatility, HEINEKEN has officially kicked off its ‘Refresh Your Music, Refresh Your Nights’ campaign in Asia with two concerts done in Malaysia and Vietnam. 

Launched Asia-wide, the campaign was developed by Le Pub, BBH Singapore, Leo Burnett Vietnam and Leo Burnett Malaysia, while Iris Singapore led the regional PR and influencer strategy.

Both concerts featured the world-famous electropop duo, The Chainsmokers, as well as local artists from both countries. Over 85,000 music fans attended the concerts in support of the featured artists.

The Malaysia leg of the concert was held on December 9 with homegrown artists Yunohoo and NYK, while the Vietnam stop was held the day after, featuring artists Thu Minh and Karik.

Prior to the concert series, HEINEKEN encouraged fans to vote for their favourite renditions of The Chainsmokers’ hit songs created by the local artists.

According to Rajeev Sathyesh, HEINEKEN’s brand director for APAC, the campaign was targeted at echoing HEINEKEN’s belief that life tastes better with an open mind, regardless of social situations or music preferences. 

“The fans’ incredible energy and willingness to break out of their music bubbles affirmed our belief that music does transcend all boundaries,” he added.

Heineken has also previously released a global campaign to promote work balance while enjoying a cold bottle of beer.

Kuala Lumpur, Malaysia – Popular beer brand Guinness in Malaysia has recently concluded its recent brand activation called ‘House of Guinness’ where it invited customer to a brand-oriented immersive experience related to the process and story of the Guinness beer. The campaign was first launched in July this year.

The first leg of the activation was ‘The Widget is the Key’, where customers had to grab the right widget in a blower room. This is where the nitrogen widget – a white plastic ball filled with nitrogen gas inside each Guinness Draught in a Can – came to play.

The second part was ‘Activate the Widget’ – a highly Instagrammable mission – evoking the magic of their product with a light show representing the widgets and nitrogen. Lastly, the ‘Release the Nitrogen’ mission saw fans stepping into a giant Guinness Draught in a Can. Within the can, they had to release the nitrogen to experience the iconic surge and settle that gives Guinness its cold, creamy head.

The one-of-a-kind event introduced Guinness Draught in a Can into the Malaysian market, in a fully immersive and experiential way. Lovers of the brew got to discover the magical innovation behind the latest entrant of the Heineken Malaysia Berhad portfolio, all the while taking their usual drinking experience to the next level.

In the span of eight weeks, the House of Guinness saw a total of 14,580 visitors, including members of the media, influencers, and lovers of Guinness coming together to celebrate and welcome the brew into the Malaysian market. Their attendance has set Guinness Malaysia on fire across various social media platforms, with a total of 6.6 million reach. The campaign’s PR efforts also garnered earned media coverage with a score of 97% on the Media Quality Index (MQI), and 77 million PR impressions to date.

Shaun Lim, marketing manager at Guinness Malaysia, said, “We invited Guinness lovers as well as new drinkers to immerse themselves in the House of Guinness with its unique experiences. Through this call to adventure, fans learned about Guinness Draught in a Can in a playful way, and visually got a taste of why this product is so innovative. The experience was curated to resonate with the passion points of Millennials and Gen-Z of legal drinking age. The amazing response and turnout are a testament to the brand’s ambition.”

The immersive experience was done in collaboration with Sambal Lab, who was the key driver for the concept, strategy, design and build, creatives, and implementation of the House of Guinness, the brand was able to introduce Guinness Draught in a Can to the Malaysian market in a disruptive way.