Drink it forward (with Heineken Light)

I saw this commercial during a ball game the other day, and it did what not a lot of ads do. It made people take notice. Somebody said "hey, it's like that movie Pay it Forward," and I jokingly said "so it's Drink it Forward." Laughs and beers followed--which is exactly the reaction Heineken was looking for.



Only later did I see the Wall Street Journal article about the estimated $40-$50 million ad campaign. "Designed to appeal to the altruistic among beer drinkers, the spots ask beer drinkers to share their brews with others in a pay-it-forward mentality."

Agency Wieden + Kennedy describes the approach as "designed to lift people's spirits at a time when the national mood is generally gloomy," and to spread a positive message at a time when 'the mood of the country is somewhat dark," says Lee Davis, an account director at Wieden.

According to a Heineken press release, "consumers can experience Share the Good through national marketing activation including on- and off-premise sampling, interactive media, TV, print, radio and OOH advertising. Then in the summer, the brand will launch a nationwide mobile marketing initiative as well as execute grassroots sampling events and impactful PR initiatives in key markets."

According to Beer Marketer's Insight, the flagship Heineken brand holds an 18 percent market share among imports, number two only behind Corona Extra. But Heineken Premium Light, launched in 2006, is in eighth place at a time when the economy is sapping import sales. The U.S. Department of Commerce reports shipments of imported beer have fallen about 12% in the first two months of 2008.

Even though it's a very successful brand, and a top 10 import in its second year, it has not really delivered on that promise in a big way," says Benj Steinman, editor of Beer Marketer's Insights. And with light beer sales making up about half of the market, Heineken Light needs to succeed for Heineken.

In addition to TV and print, the includes unique double coasters--two beer coasters hooked together--and tokens that barflies can give to other barflies that will get them a free Heineken. "Our goal is to sample hundreds of thousands of new consumers," says Brian Citron, brand director of Heineken Premium Light.

"It's more than an advertising tagline--it's a movement that encourages people to break out of their comfort zone and try new experiences, and in turn, share those positive new experiences with others. Share the Good encourages people to try Heineken Premium Light, and more importantly, empowers them to share this 'new find' with their friends."

Interestingly, Mr. Citron says that "consumers will still be trading up," he says. "They want affordable luxuries," and they are "trading up across all categories from Starbucks coffee to Seven Jeans." So Heineken Light, as a smooth-tasting brew, is squarely aimed at Miller and Bud drinkers looking for a more sophisticated brand.

And, of course, there's Heinekenlight.com where you interactively share the good with your friends. Go ahead--drink it forward.

Labels: advertising, brand, business, culture, marketing

posted by Mark @ 9:39 PM