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