Bates' Heineken all set to roll out worldwide

<p>A new brand campaign developed by Bates for Heineken has broken in </p><p>Asia-Pacific in selected markets, and will gradually roll out worldwide, </p><p>according to Mr Peter Skalberg, regional business director from Bates </p><p>Singapore. </p><p><BR><BR> </p><p>The print and TV ads were developed via a collaborative effort between </p><p>Bates offices in Singapore and Vietnam, and will have a projected </p><p>lifespan of between eight to 12 months. </p><p><BR><BR> </p><p>"The wear-out will not be high," said Mr Skalberg. </p><p><BR><BR> </p><p>"The creative theme is a progression from what we have been doing in the </p><p>past." </p><p><BR><BR> </p><p>The four TVCs will run as a series in most markets and are called </p><p>"Lights Out", "Domestic Argument", "Tour Group" and "Worth the </p><p>Wait". </p><p><BR><BR> </p><p>The spots make strategic use of humour to get the message across that </p><p>"It can only be Heineken" - in "Domestic Argument", for example, the man </p><p>shows little concern when his girlfriend begins cutting up his clothes </p><p>and smashing his prized belongings. </p><p><BR><BR> </p><p>It is only when she threatens to drink his Heineken that he reacts. </p><p><BR><BR> </p><p>The campaign first launched in Vietnam in June, and was developed based </p><p>on a global communications proposition which Bates developed for the </p><p>Heineken corporate marketing team in Amsterdam late last year. </p><p><BR><BR> </p><p>"The proposition will help build not only a great brand, but great </p><p>advertising and communication programmes for the Heineken brand </p><p>worldwide," said Mr Skalberg. </p><p><BR><BR> </p><p>"We want consumers to enjoy the advertising, smile and remember not only </p><p>the brand message, but also the way it was delivered." </p><p><BR><BR> </p><p>He added that the "maturity level" of the advertising and the nature in </p><p>which it is communicated sent consumers a positive message about the </p><p>leadership of the brand. </p><p><BR><BR> </p><p>"The campaign is smart, witty, entertaining - and most importantly, we </p><p>don't treat our consumers like fools," he said. </p><p><BR><BR> </p><p>The campaign will continue to be monitored for the effectiveness of its </p><p>bid to make Heineken a more broadly accepted, rather than a niche brand. </p><p><BR><BR> </p>