United States
WE HELPED HEINEKEN SHOW ITS BRAND IN A REFRESHING CONTEXT
After launching its refreshed, rejuvenated Slim Can packaging, Heineken reintroduced itself to consumers with a multi-market, contextually relevant out of home campaign in Summer 2021.
Increase in customer interest
More likely to remember details, calls to action, and branding elements
More likely to recall broader themes and brand narratives
The campaign ran throughout the summer in New Jersey, Orlando, and Miami on digital bulletins as well as on bus shelters in Miami. Heineken combined OOH with digital, social, and local radio to maximize the impact of each.
Alternate copy executions, triggered by day of week, celebrated Thirsty Thursdays and Summer Fridays. Copy variations were also based on weather triggers, reminding beer drinkers that “Partly Cloudy Is Still Mostly Thirsty.” Leading into the Fourth of July holiday weekend, the displays urged consumers to “Put the Can Back into Fireworks and Fam.”
Knowing that ads in context capture more interest and remain in consumers’ memories more vividly, Heineken tapped into dynamic creative changes grounded with the timely tagline, “Put the Can Back into Summer,” and utilizing day and weather triggers.
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