Heineken unveils tagline

Developed by Tequila\ Hong Kong, the campaign is built around a print ad shot by photographer Franklin Lau.

A rescue helicopter is pictured trying to rescue two victims in life jackets from rough seas, with the humorous twist that the spotlight is actually focusing on a crate of Heineken, which is dropping into the sea.
“It is a Hong Kong campaign, the new tagline is self explanatory, it is single-minded, simple, clean, and will be used indefinitely,” said Tequila\Hong Kong group account director Wendy Castro.

“There are no specified intervals in which we need to change our taglines. Heineken’s global marketing guideline is quite flexible, and they try to adapt to each individual market”.

Castro added that the new drive solidifies Heineken’s efforts to target upmarket male drinkers, rather than engage in a price war against key competitors such as Carlsberg.

“Beer is a price-competitive market, but we don’t compete on price as the brand is more about positioning itself as a premium imported beer targeting cosmopolitan middle-class male social drinkers rather than grassroots consumers,” said Castro.

“Hong Kong beer drinkers are spoiled for choice, as most major premium international brands are present here, making it extremely challenging to be different.

“We feel our latest tagline communicates the attitude of the Heineken brand in a manner that is appropriate for this changing competitive beer environment,” said Heineken Hong Kong brand manager Max Wan.

The new campaign also includes the famous ‘Past Experience’ ad produced by Leo Burnet Australia in early 2006, featuring a drinker who goes back in time.

The media component, handled by Maxus, sees the ads run in dailies and periodic magazines that are more geared towards a younger male demographic.

Titles such as JET Magazine, Juice, Beat, Men’s Uno, City Magazine are being employed for the initial one-month burst, although the advertising campaign will extend into 2008 through other print executions.