CLIENT
HEINEKEN USA
Eric Champagne, Consumer Research Analyst
Steve Davis, Senior VP Marketing
Andy Glaser, Dir. of Mktg.
Mike McCann, Brand Manager- GM
Tracey Marshall, Dir. Market Research
AGENCY
Joshua Greenspan, Copywriter
Kieran Colman, VP Associate Media Dir.
Michael Angelovich, SVP Global Planning Dir.
Bary Mowszowski, Brand Planner
Shana Bellot, VP Group Account Dir.
Brian Platt, SR Copywriter
Starcom MediaVest Group
SUMMARY
How do you grow a badge brand like Heineken in places where the badge has little meaning? We need to think outside the box - or in this case, the bar. But to do this, we could not rely on Heineken's badge value. We needed to truly tap into their emotional connection to -- and drive for--this brand. Our campaign depicted how guys will do just about anything for a Heineken, as a way to have them rethink its relevance in at-home occasions. Three little words, "I love you" spoke to their hearts - and created a thirst for the Heineken brand. In the process, we took a bite out our key competitor, Corona, and hit them where it hurt- Miami, LA and NY.
