On International Beer Day, Heineken® says you can forget about the beer
On International Beer Day, Heineken launches an emotive ad with an unexpected message: forget about the beer and focus on having a good time together. The campaign, titled 'Forgotten Beers', showcases how abandoned beers at social gatherings signify good times being had. This aligns with Heineken's core value of sociability and addresses growing concerns about loneliness and digital overload affecting social lives.
The ad, set to Debussy's Claire de Lune, emphasizes that the best part of having a beer isn't the beer itself but the social experience. This campaign follows Heineken's recent initiatives like 'The Boring Phone' and 'The Closer', aimed at combating digital distractions and promoting real-life interactions. Dolf van den Brink, CEO of HEINEKEN, reaffirms the brand's commitment to bringing people together, while Willem van Waesberghe, Master Brewer, acknowledges the importance of moments surrounding drinking experiences.
In occasione della Giornata Internazionale della Birra, Heineken lancia una pubblicità emotiva con un messaggio inaspettato: dimentica la birra e concentrati sul divertirti insieme. La campagna, intitolata 'Birre Dimenticate', mostra come le birre abbandonate nei raduni sociali significhino momenti di gioia condivisi. Questo si allinea con il valore fondamentale di sociabilità di Heineken e affronta le preoccupazioni crescenti riguardo alla solitudine e al sovraccarico digitale che influenzano la vita sociale.
Lo spot, accompagnato da 'Claire de Lune' di Debussy, sottolinea che la parte migliore del bere una birra non è la birra stessa, ma l'esperienza sociale. Questa campagna segue le recenti iniziative di Heineken come 'Il Telefono Noioso' e 'Il Più Vicino', mirate a combattere le distrazioni digitali e promuovere interazioni nel mondo reale. Dolf van den Brink, CEO di HEINEKEN, riafferma l'impegno del marchio a riunire le persone, mentre Willem van Waesberghe, Master Brewer, riconosce l'importanza dei momenti che circondano le esperienze di consumo.
En el Día Internacional de la Cerveza, Heineken lanza un anuncio emotivo con un mensaje inesperado: olvídate de la cerveza y concéntrate en pasar un buen rato juntos. La campaña, titulada 'Cervezas Olvidadas', muestra cómo las cervezas abandonadas en reuniones sociales significan buenos momentos compartidos. Esto se alinea con el valor central de sociabilidad de Heineken y aborda las crecientes preocupaciones sobre la soledad y la sobrecarga digital que afectan las vidas sociales.
El anuncio, acompañado de 'Claire de Lune' de Debussy, enfatiza que la mejor parte de tomar una cerveza no es la cerveza en sí, sino la experiencia social. Esta campaña sigue a las recientes iniciativas de Heineken, como 'El Teléfono Aburrido' y 'El Más Cercano', dirigidas a combatir las distracciones digitales y promover interacciones en la vida real. Dolf van den Brink, CEO de HEINEKEN, reafirma el compromiso de la marca de reunir a las personas, mientras que Willem van Waesberghe, Maestro Cervecero, reconoce la importancia de los momentos que rodean las experiencias de consumo.
국제 맥주 날을 맞아 하이네켄이 예상치 못한 메시지를 담은 감동적인 광고를 선보입니다: 맥주에 집중하지 말고 함께하는 즐거움에 집중하세요. '잊혀진 맥주'라는 제목의 캠페인은 사교 모임에서 버려진 맥주가 어떻게 좋은 시간을 보냈음을 나타내는지를 보여줍니다. 이는 하이네켄의 핵심 가치인 사교성과 함께 외로움과 디지털 과부하로 인한 사회적 삶의 우려를 다루고 있습니다.
드뷔시의 '달빛'에 맞춰 진행되는 이 광고는 맥주를 마시는 것의 가장 좋은 부분이 맥주 그 자체가 아니라 사회적 경험임을 강조합니다. 이 캠페인은 디지털 방해 요소에 맞서고 실제 상호작용을 촉진하기 위해 최근 하이네켄이 진행한 '지루한 전화기'와 '가까이'와 같은 이니셔티브를 따릅니다. 돌프 반 덴 브링크, 하이네켄 CEO는 사람들을 모으려는 브랜드의 약속을 다시 한번 확인하며, 윌렘 반 와에스베르흐, 마스터 브루어는 음주 경험을 둘러싼 순간들의 중요성을 인정합니다.
Pour la Journée Internationale de la Bière, Heineken lance une publicité émotive avec un message inattendu : oubliez la bière et concentrez-vous sur le fait de passer un bon moment ensemble. La campagne, intitulée 'Bières Oubliées', montre comment les bières abandonnées lors des rassemblements sociaux signifient de bons moments partagés. Cela s'aligne avec la valeur fondamentale de sociabilité d'Heineken et répond aux préoccupations croissantes concernant la solitude et la surcharge numérique qui affectent la vie sociale.
La publicité, mise en musique par 'Clair de Lune' de Debussy, souligne que la meilleure partie de boire une bière n'est pas la bière elle-même, mais l'expérience sociale. Cette campagne fait suite aux récentes initiatives d'Heineken, telles que 'Le Téléphone Ennuyeux' et 'Le Plus Proche', visant à lutter contre les distractions numériques et à promouvoir les interactions dans la vie réelle. Dolf van den Brink, PDG de HEINEKEN, réaffirme l'engagement de la marque à rassembler les gens, tandis que Willem van Waesberghe, Maître Brasseur, reconnaît l'importance des moments entourant les expériences de consommation.
Am Internationalen Bier-Tag startet Heineken eine emotionale Werbung mit einer unerwarteten Botschaft: Vergiss das Bier und konzentriere dich darauf, gemeinsam eine gute Zeit zu haben. Die Kampagne mit dem Titel 'Vergessene Biere' zeigt, wie verlassene Biere bei gesellschaftlichen Zusammenkünften für gute Zeiten stehen. Dies entspricht dem zentralen Wert der Geselligkeit von Heineken und greift wachsende Bedenken hinsichtlich Einsamkeit und digitaler Überlastung auf, die das soziale Leben beeinträchtigen.
Der Werbespot, untermalt mit Debussys 'Clair de Lune', betont, dass das Beste an einem Bier nicht das Bier selbst ist, sondern das soziale Erlebnis. Diese Kampagne folgt auf die jüngsten Initiativen von Heineken wie 'Das Langweilige Telefon' und 'Der Näheste', die darauf abzielen, digitale Ablenkungen zu bekämpfen und wirkliche Interaktionen zu fördern. Dolf van den Brink, CEO von HEINEKEN, bekräftigt das Engagement der Marke, Menschen zusammenzubringen, während Willem van Waesberghe, Master Brewer, die Bedeutung der Momente rund um Trink-Erlebnisse anerkennt.
- Heineken launches a new ad campaign aligning with its core brand value of sociability
- The campaign addresses current social issues like loneliness and digital overload
- Heineken continues its strategy of promoting real-life interactions and combating digital distractions
- None.
Why? Because the best part of having a beer is never the beer, it’s about having a good time together
AMSTERDAM, Aug. 02, 2024 (GLOBE NEWSWIRE) -- This International Beer Day, Heineken® has created an emotive ad with an unexpected message: that you can forget about the beer; instead, the brewer wants you to focus on having a good time together.
“Want to grab a beer? ¿Te apetece una cerveza? On va boire une bière?” - recognised the world over as a “catch all phrase” for getting together, Heineken® doesn’t mind if in the end you forget about the beer; as long as you are prioritising socialising.
With sociability at Heineken®’s core, celebrating these moments is more important to the brand than the beer itself; after all, Freddy Heineken himself said: “I don’t sell beer, I sell gezelligheid” (a famous Dutch phrase meaning ‘the feeling of good times’).
To bring this brand purpose to life, the iconic brewer has created an advert, going live today on International Beer Day; that showcases how ‘forgotten beers’ on the periphery of parties, football matches celebrations or get togethers in bars, demonstrate that good times are being had. Soundtracked to Debussy’s Claire de Lune, the powerful ad shows that the best part of having a beer isn’t actually the beer itself.
With factors like digital overload and longer working hours increasingly affecting our social lives, making sure we come together for good times is now more important than ever. A recent study1 found nearly a quarter (
Heineken® has a rich history of tackling the enemies of socialisation. Earlier this year, the brand launched ‘The Boring Phone', with no access to the internet, social media, or other apps, to help people discover there is more to their social life when there is less on their phone, as research revealed
While back in 2022, the brewer created ‘The Closer’, a high-tech bottle opener that used technology to close your work apps the moment you pop the lid off a Heineken®.
Even for its 150th anniversary, which some may have expected to be around heritage, Heineken® created a global campaign that shows how the brand doesn’t care how consumers drink, name or spell it, as long as they are having a good time with it, one way or another. It also saw the creation of the ‘Good Times Index’, which looks at the conditions that consumers need to experience that feeling of good times.
So, for International Beer Day, Heineken®’s sentiment to good times remains just the same – way ahead of the beer itself.
Dolf van den Brink, CEO of HEINEKEN, says: “On International Beer Day, we truly get to show what the Heineken® brand stands for—good times together! Of course, we celebrate our beer but what we're most proud of is 150 years of bringing people together, something that will remain at our core for as long as we continue to produce beer. Cheers!”
Willem van Waesberghe, Master Brewer at Heineken® adds: “As Master Brewer, I am the first person to call out the amazing taste and quality of our beer. But today isn’t about that – it’s about the special moments surrounding our drinking experiences. Happy International Beer Day!”
The full ad for International Beer Day, ideated by creative agency LePub, is available to watch here.
“International Beer Day brings the world together, celebrating the beers of all cultures on one remarkable day. This occasion was perfect for Heineken to show once again the brands’ always-unique point of view. In fact, the campaign is an ode to good times and happiness all portrayed through the lenses of those ‘forgotten’ beers that are left behind to give space to the deliciousness of togetherness, quality socializing and friendly moments.” Bruno Bertelli, Global CEO LePub, CCO Publicis Worldwide.
Editorial information:
Please find the high-resolution campaign images here and credits here.
For more information, please contact: HNKBrand@Edelman.com
Source: https://www.heineken.com/global/en/our-story
About HEINEKEN:
HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through “Brewing a Better World”, sustainability is embedded in the business.
HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY).
Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com and follow us on Twitter via @HEINEKENCorp.
1 2023: Gallup and Meta: "The Global State of Social Connections"
2 Dialing up nights out: Heineken® & Bodega's ‘Boring Phone' (theheinekencompany.com)
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/db2e0674-2615-4d71-92bb-3dc189d727ce
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