written by
Oliver Dietrich
Oliver Dietrich
Oli‘s Creative Verdict
2020-04-28

Campaign: Heineken - #SocialiseResponsibly

Campaign: Heineken - #SocialiseResponsibly

Each month Oliver Dietrich comments on, discusses and rates recent marketing campaigns and shares with us exactly what start-ups, new brands, old brands looking to rejuvenate and, for that matter, all brands utilising video content, can learn from them. Today he focuses on beer advertising in times of Corona - and how brand building works in times of crisis, if you have a coherent positioning.

Platforms:

TV, online, social media

Learnings:

  1. A clear brand strategy and positioning are particularly important in times of crisis.
  2. This is what distinguishes a campaign not just during a crisis: understanding what moves people and implementing this creatively in a brand context.
  3. Use reach to credibly combine brand statements with social statements because in exceptional times new approaches and values are what brands need.

Background:

Like many other industries, large international breweries have been severely impacted by the global corona crisis. No restaurants, no pubs, no parties, no celebrations, no going out, no going away, no celebrating with others. Anywhere where beer normally flows, it just doesn't flow anymore. And how fondly we remember our beloved party and community rituals - and what keeps us from changing them as long as necessary.

Objective:

The big challenge in unchartered times like these is to steer a brand while clearly staying true to its own positioning. Always reconfigure the brand in a social context - therefore taking a credible stand as a commercial brand.
Heineken had already taken on a positive pioneering role with the Drink Responsibly campaign - and continues this with Socialise Responsibly.

Execution:

From the music and the voice-over right through to the individual scenes, this is a harmonious, calm and compelling spot, which slowly unfolds its strength yet has a long lasting effect.
Touching, but not kitschy. Engaging, but not pandering.

Hot or not?

A spot that shows us emotionally what we have to do without at the moment - and what will be there again in the future if we act sensibly now. It will be even more beautiful and meaningful when it does because we know how much we miss these interpersonal gestures. Until then, let‘s make the best of it.

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