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Here's a cool case study worth checking out. This Heineken ad was designed to reduce polarization and has proven to be effective in doing so. Love to see instances of people using marketing for the greater good! ... Also, if you're interested in learning more about how to overcome the rampant divisiveness in our culture, I recommend signing up at StartsWith.Us.

Our political climate these days has had me thinking about beer lately 🍻. Specifically this 7-year-old activation from Heineken. This ad where Heineken pulled people with opposing views together - first to solve a shared challenge, and then to opt-in to connect over a beer - has stuck with me as a strong example of a brand staking out an authentic role in a societal challenge. How does this avoid a "Pepsi / Kylie Jenner" (IYKYK) effect ? 1. Real people engaging in believable person-to-person engagement vs. a contrived, unrealistic setting. 2. Application of a relevant and real category insight - connecting over a beer is a ritual that crosses cultures and beliefs 3. The product plays an appropriate role in the arc of an engaging story Heineken reported off-trade sales growth of 11.9% during the campaign (3x the category), indicating the effort was also a strong business driver. The piece linked below from Starts With Us delves into the psychology of the activation and how it may illuminate ways to reduce polarization now. Have we devolved too much into our respective tribes in the last few years for efforts like this to resonate? I don't think so - I hope brands keep trying. ☮ #brandbuilding #purpose

Campaigns to watch and learn from: Heineken Pop-Up Store 🍺✨ Heineken transformed unexpected spots into exclusive pop-up bars, turning the ordinary into something extraordinary. #HeinekenPopUp #HeinekenExperience #ExperientialMarketing #MarketingExcellence #MarketingCampaigns

🍻 Beyond the beer: The new era of connection-centric creativity 🍻 #TrendsThursday   Heineken flipped the script on #InternationalBeerDay. Instead of shouting about its product, the brand quietly observed the forgotten beers at parties, realising that the real toast was to friendship, laughter, and shared moments.   The creative campaign highlighted the often-overlooked half-finished pints at social gatherings, emphasising that the true essence of these events lies in shared experiences, laughter, and companionship.   By showcasing these "forgotten beers," Heineken positioned itself as a facilitator of social experiences, subtly conveying that the beer is merely a catalyst for creating memorable moments with friends and loved ones.   Not just confined only to the beer aisle. This trend of connection-centric creativity could also be tasted a few months prior to International Beer Day.   Back in May, Coca-Cola launched its "Spills" campaign, a heartwarming series of ads that prioritised human connection over product promotion. The campaign cleverly turned a potential negative – a spilled drink – into a positive by showcasing the joyous moments that often lead to such accidents.    It highlighted that these spontaneous and heartfelt connections are far more valuable than the product itself.   You might think it's like comparing apples to pears, but both prioritised human connection over product promotion, reflecting a desire to build emotional connections with consumers.   What can creatives learn from this?   👉 Focus on feelings, not features: People buy into emotions, not specifications 👉 Tell authentic stories: Real life, real people, and real connections resonate. 👉 Embrace the power of human connection: People remember how you make them feel. #MarketingTrends #BrandStrategy #ConsumerBehaviour #EmotionalMarketing #CreativeCampaigns #BrandEngagement

Day 5 | Let’s Talk Marketing 🌍 Finding Common Ground Over a Beer 🍻 Heineken's "Worlds Apart" campaign reminded us all of a simple truth – we’re not as open as we think, but when we take a moment to listen, we often find we have more in common than we realize. Despite differences in opinions, backgrounds, and beliefs, connection is possible. 💡 By bringing people with polar opposite views together over a beer, Heineken sparked a global conversation about setting aside labels and finding common ground. 🎯 The impact? 7.3% increase in beer sales 🍺 80% of consumers felt Heineken was a brand for them 🤝 50M+ views of the "Worlds Apart" film 👀 Moral of the story? When we choose to listen, even the most divided people can come together. Cheers to connection! 🥂 https://lnkd.in/g3VJDwKm #Marketing #Storytelling #BrandImpact #ConnectionOverDivision

Happ Monday everyone!  Some new fresh creative from Heineken capturing " The First Ahhh!" for their new global campaign. this campaign comes from agency Lepub captures the frustration of people who can't quite get their hands on a Heineken. It shows scenes like arriving late to a party or finding the cooler empty, where everyone sighs in disappointment. But the mood shifts when the main character finally takes a sip of Heineken, his sigh turning into one of relief. Its set to a cover of Nat King Coles L.O.V.E. to top it off.    article here: https://lnkd.in/gy5SzqVk   youtube video here: https://lnkd.in/gy-ebtqU   Why it matters:  I really like how this campaign focuses on the moment of relief you feel when you finally get to taste a Heineken. It's interesting because when you think about healthcare and what we try to do at its core, is share the patient experience. Whether or raise awareness or help elevate a product benefit. Heineken's campaign is a great example to share with clients to show them one of the many ways to help bring a product benefit to life in a memorable way.

I’m going to tell you something so subtle that it’s impossible to see it during the day... Yesterday, I got together with 2 friends to do what friends do on a Saturday night when they haven’t seen each other for several days; laugh, drink beer, and repeat old jokes... And besides the fact that they are two extraordinary people and one of them has been featured in Forbes Uruguay, what caught their attention was my TAG Heuer with the The HEINEKEN Company design on it. They asked how I got Heineken on my watch, how good it looked... how it reminded them of a Heineken advertisement, and so on... And that sparked a 5-minute conversation about that beer brand... But the most interesting part was that while sitting at the bar, when we turned to the bartender, all three of us asked if they served Heineken there... Then we drank and laughed, and the night went on... But the subtle, the interesting thing about this was that from an image on my watch, the behavior of three people was altered... The Heineken brand "took over" our minds and behavior, we were influenced by a simple image on my watch... And this is the psychological power of subtleties, this is the power of getting tiny details deep inside our brains and pressing the button from there. Using smartwatches to influence behavior is as simple as it is effective, it could work for you too. Have a great day. #loyalty #marketingideas #loyaltyprograms #heineken #tagheuer

We started off the second half of the year with a BANG 💥 Hosting a series of audience workshops with the Heineken Beverages marketing teams across the Beer, Wine, Cider and Spirits portfolio's over the first few weeks of H2. The result of late nights, many flights between Cape Town & Joburg and countless hours pulling and translating data was that we were able to provoke some really interesting conversations that allowed ourselves and our partners in the Heineken Beverages stable to interrogate the role of media in building the amazing brands in the stable. Each team shared the secret about which brand they believe is the real Beyoncé at Heineken Beverages 😂🙈. We were able to use the insights shared to pull apart and understand the different audiences and make some magic as their strategic media partner. The result is that we have quite an exciting H2 coming up for the Red Star and Heineken Beverages teams. And we're better equipped after these workshops to make decisions that contribute to brand building as we begin our planning for 2025. We have so many insights and a much better understanding of how we can make even more magic across the Heineken Beverages stable 🙌🏽

Your product is just one scoop in the vast pool of daily life experiences. How does it seamlessly integrate into your audience’s everyday moments? In its recent campaign, Heineken focused on those moments when people don't care about their drink. The "Forgotten Beers" campaign shifts focus to everything else surrounding beer culture—celebrating friendships, love, fun, and those beautiful moments that make us lose track of time, even leaving our beers behind. #ads #advertising #heineken

I had high hopes for the #vodka category to deliver original and inspiring campaigns as we approached the #FourthofJuly with several up-and-coming and OG vodka drinks being staples in my summer social gatherings so far. However, with the holiday now behind us, it's clear that vodka brands have missed the mark in delivering impactful and engaging communications efforts to grasp the purchasing attention of consumers leading into one of the spirit industry's biggest sales moments.   In the week leading up to the third-highest alcohol consumption holiday, there were less than 20 earned media placements across the 10 biggest vodka brands, according to Meltwater. Absolut barely scratched the consumer-media surface with their limited-edition bottle in honor of the newly rediscovered Andy Warhol painting, but where were the innovative campaigns from SMIRNOFF LTD, Tito's Handmade Vodka and New Amsterdam? This blaring absence highlights a missed opportunity to engage consumers and drive significant sales during such a key period.   The vodka industry has a big opportunity to rethink its approach to earned media in seasonal marketing strategies 🍸