For Heineken USA, the new message is that "It's all about the beer" as the Dutch brewer throws over a humorous ad approach in favor of a new campaign tagged "Heineken. The definitive world class
beer." The reason? It needs to maintain its "specialness," says Andy Glaser, brand director-Heineken. And to be so, a brand cannot be ordinary. So rather than follow the beer humor staple of some
Miller and Anheuser-Busch campaigns, Heineken wants to suggest that world class beats first class.
TV will continue to be a big part of the package, the company says. Through August,
Heineken had spent $40 million, on top of $55 million during 2006, according to Nielsen Monitor-Plus. Berlin Cameron United, New York, is still working on the creative so a specific date for the
rollout of the new effort has yet to be set.
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