While Heineken is clearly doing better than domestic beers, with volume growth of 2.3% in 2015, it is poised to lose its position as the number two imported beer in the US to Modelo Especial, if it hasn't already. (Bouckley, 2016).
In case you were wondering, the number one import is Corona.
Therefore the fact that Heineken has decided to partner with Del Toro for their new advertising campaign makes perfect sense. As does the fact that they intend to run bilingual tv ads in more than 70 countries.
But what about the message? The "There's More Behind the Star" campaign focuses on stories about the brand's 142 year-old heritage, quality and global availability. Specific language includes Del Toro's declaration that Heineken is "world famous, like me" and "enjoyed in 192 countries." (Lukovitz, 2016)
Here's the first commercial...
So what do you think? Will this approach work? Is Del Toro the right spokesperson? Do you care about the heritage of your beer? Or its global footprint?
Bouckley, B. (2015, January 9) Modelo Especial tipped to topple Heineken as No. 2 US Imported Beer. beveragedaily.com. Retrieved March 3, 2016, from
Lukovitz, K. (2016, March 2) Benicio Del Toro Charms in Heineken's New Global Campaign. mediapost.com. Retrieved March 3, 2016, fromhttp://www.mediapost.com/publications/article/270278/benicio-del-toro-charms-in-heinekens-new-global-c.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=90820