Heineken has this week launched a new advertising campaign, entitled ‘Ahhh, That’s Refreshing!’ it aims to capture the gratifying feeling of that first sip.
The ad portrays a number of people as they go to enjoy a Heineken but are met with disappointment.
Two men arrive at a bar as the keg runs out, two others find a bar closing as they arrive, another person is opens the fridge to find it empty.
It concludes with the bar woman serving the two men from the start fresh pints and as they let out that first, refreshing ‘Ahhh!’.
Five Core Brewing Principles
The wider campaign will showcase Heineken’s five core brewing principles to consumers, which are the secret behind the beer’s distinct taste.
These principles include Heineken’s famous A-yeast, quality pure malt, 100% natural ingredients, a horizontal brewing method and its verified ‘Star Brewers’ title which takes ten years to attain.
‘Craving, Anticipation, Desire And Pleasure’
Announcing the campaign, the marketing manager for the Heineken brand Mark Noble said, “As a brand rooted in more than 150 years of brewing heritage and quality socialising, our refreshing taste is unrivalled across the world as a great beer to have with friends.
“‘Ahhh, That’s Refreshing!’ embodies that feeling at the end of the day when you can grab a beer with a group of friends.
“We also want to bring some fun to our credentials by creating memorable On and Off Trade activations and highlighting our dedication to the craft in true Heineken wit and style.
“We’re excited to bottle up that unique first ‘Ahhh!’ feeling and share it with consumers across Ireland.”
Ger Roe, the creative director and board director of Publicis Dublin – which worked with Heineken on the campaign – said, “The campaign portrays this sense of expectation and how these elements can play a role in the way we perceive taste and excitement.
“Creativity spins over the idea of craving, anticipation, desire and pleasure that is usually linked to the very first sip.
“We wanted to show how Heineken’s taste refreshes moments of effort into moments of enjoyment really turning people’s ‘argh’ into moments of ‘ahhh!’”
The master brewer at Heineken PJ Tierney commented on the impactful messaging of the campaign, saying, “It’s easy to take for granted the refreshment and uniquely balanced taste a Heineken always provides – as it is so consistent wherever in the world you enjoy it.”
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