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Heineken Ireland has launched a new campaign called “The Joy of Simple” for its new premium cider Applemans which now joins its stablemate Orchard Thieves.

The agency partners working on the campaign include Rothco, Starcom, MCCP and Thinkhouse.

According to Emma-Jane McKeown, senior brand manager of Appleman’s: “Irish people expect, and deserve, choice – they have it in wine and in beer – why not in cider? Cider drinkers were starved of choice for years but now, with the launch of Appleman’s and the growing popularity of Orchard Thieves, we are able to say that Irish people have choice in cider. Globally, Heineken is famous for producing some of the world’s most loved cider brands and we’ve applied this cider knowledge, passion and expertise to develop Appleman’s.

“We’ve worked closely with our agency partners on the development of the brand’s marketing activities -– rejecting all ideas that do not retain our ethos of celebrating the joy in simple. This has been an incredible journey – from inception to launch, developing everything specifically for the Irish market, with the collaboration, guidance and support of our global team and our cider master.”


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Lager brand Heineken has apologised and pulled its ‘Lighter is Better’ TV ad in the US following a Twitter backlash spearheaded by Chance the Rapper, who called the spot out for being “terribly racist.”

Heineken stood accused of intentionally courting controversy to generate headlines in support of its Heineken Light beer with the campaign.

The 30-second spot promoting the product showed a bartender sliding a bottle of beer along the bar to reach a woman in the distance. The glass was shown passing by a number of black customers before arriving at a white patron, ending on the strapline: ‘Sometimes, Lighter is Better’.

Chicago-based musician Chance the Rapper was among the first to scrutinise the brand on Twitter, claiming the spot was designed to provoke a reaction.

Following the media attention, the brand has since apologised.

In a statement it said: “For decades, Heineken has developed diverse marketing that shows there’s more that unites us than divides us.

“While we feel the ad is referencing our Heineken Light beer, we missed the mark, are taking the feedback to heart and will use this to influence future campaigns.”

from The Drum:


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:

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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.


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:

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.


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: