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, from
http://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
