Heineken® Unveils New Tribute To U.S. Soccer Fans And Their Love For The Game In New Digital Spot

In the spirit of togetherness and soccer’s rising popularity in America, Heineken® today is unveiling a new digital spot that pays tribute to fans and supporters. The beautiful game has the ability to bring people together, and this video is dedicated to soccer fans and their commitment to the sport, no matter who you are or what team you follow.

An extension of 2016’s “Soccer Is Here” campaign, the video, developed by Publicis New York, features International Spanish star and New York City Football Club (NYC FC) captain, David Villa, sporting a green shirt with the word “champion” emblazoned across the front. Elsewhere this season, fans of all levels at Major League Soccer games wore shirts with similar words written on them, which could be seen at various league matches and on live television. For the first time, soccer fans can now view the full message in a video, which states, “There is an invisible thread that links us all. No matter if you are red or blue, American or Americano, champion or fan, young or..uhm.. experienced, our love for this game unites us. And together we chant as one: Soccer is here.”

Read more at PR News Wire: http://www.prnewswire.com/news-releases/heineken-unveils-new-tribute-to-us-soccer-fans-and-their-love-for-the-game-in-new-digital-spot-300533749.html

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Ad of the Day: Guinness visits the Compton Cowboys, horse riders who said neigh to gang culture

Diageo’s Guinness continues to cause waves with its Made of More campaign, now telling the story of an eccentric group of men who raise and ride horses in Compton, LA.

The 90 second ad debuted on UK TV Monday 18 September and told the tale of a group of men who turned their back on the area’s much publicised gang violence to raise horses.

from TheDrum.com 

 

Ronaldinho Stars in This ‘Blade Runner’-Inspired Ad for Heineken

We all know that Bud Light is the official beer of American football, but what about everyone else’s football (also know as soccer)—what’s the official beverage there? Dutch beer brand Heineken is stepping up to the plate (or maybe the goal line) in an attempt to snag that title. With its UEFA Champions League tournament sponsorship and a new, three-part advertising campaign, each headed up by a famous football star, the beer brand is strongly establishing the Heineken-soccer connection with a cinematic twist.

The advertisements each play like short films. The first is entitled “The Wall” and features a Blade Runner-style science fiction vibe. In it, Brazilian football player Ronaldo de Assis Moreira (also known to fans by the nicknames Ronaldinho or Ronaldinho Gaucho) takes on a team of opponents in a futuristic soccer-like game.

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Set in the 18th century, “The Last Duel” puts former Polish goalkeeper Jerzy Dudek in a very muddy face-off outside of a chateau. Meanwhile, “The Chase” presents Dutch striker Ruud van Nistelrooy in a Jason Bourne-like scenario. Van Nistelrooy flees a group of challengers through mobbed streets in the pouring rain, toppling racks of postcards along the way, of course.

In each installment, Heineken-holding spectators look on in silent awe. Naturally, each of the football stars invariably defeat their adversaries and fans celebrate with cheers and (of course) sips of Heineken. The ads end with the slogan “Sharing the Drama Since 2005.”

from Food & Wine: http://www.foodandwine.com/news/heineken-launches-sharing-drama-campaign

Bud Light is the Antidote to ‘Overwhelming’ Craft Beer Selection, Says Bud Light

Bud Light, which has struggled amid the craft beer revolution, has a new message for drinkers: Simple beer is good, too. In new ads the nation’s largest brew touts its “four essential ingredients” — water, rice, barley and hops — while poking fun at more complex brews with depictions of absurd concoctions like a beer garnished with a lobster claw.

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The two spots, by Wieden & Kennedy, mark a new marketing phase in which Bud Light will put a concerted effort on promoting its liquid credentials, while promoting itself as “America’s favorite light lager.”

Read more at: Ad Age: http://adage.com/article/cmo-strategy/beer-complex-bud-light-thinks/310082/

Heineken goes broad with digital to boost brand awareness

Heineken is shifting dollars from TV to Google and Facebook as the digital platforms become the new preferred way to reach mass audiences.

The brewer is rethinking the role of platforms long touted for their ability to deliver highly personalized messages. Digital (especially Google and Facebook) is a mass medium for Heineken, and as such, it’s increasingly using them to reach the most people in a broad target demographic.

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Similar to how Procter & Gamble said it’s fine-tuning how it’s using Facebook to target potential customers, Heineken doesn’t think reach versus targeting is an either-or question; it’s just seeking the right balance. In some markets, that’s meant spending more on digital than it does on TV, according to Nourdin Rejeb, Heineken’s global manager for digital.

Read more at DigiDay: https://digiday.com/marketing/heineken-prioritizes-mass-reach-hypertargeting-google-facebook/