• by Fern Siegel , April 17, 2023

BBH USA has developed a new U.S. campaign for Heineken Silver: “All the Taste, No Bitter Endings.” 

The first work in the new campaign is “Viking Saga.” The spot posits an angry Viking who is about to attack his daughter’s boyfriend when he hands him a Heineken Silver. All is forgiven — thanks to the drinkable brew.

In short, a potentially bitter ending is averted.  

The campaign runs on TV, OOH, digital and social, alongside partnerships with Coachella and Formula 1.

The work is part of the partnership with BBH's parent Publicis, and its global relationship with the beer company, via its data-driven creative agency model Le Pub.

Heineken USA will spend more than $100 million on marketing this year for thelow-calorie, low-carb lager.

"Heineken Silver appeals to a new generation of drinkers in the U.S. market who enjoy standout, 'sessionable' brews without sacrificing any flavor," Erica Roberts, Chief Creative Officer, BBH USA, told Agency Daily. "Our campaign platform, 'All The Taste, No Bitter Endings,' was born out of the product's key point of difference — all the taste of a bold lager with a crisper, cleaner finish." 

BBH USA works with major marketers, including Google, Linkedin, Netflix, Barbie, Walmart and Hulu.