Thank you for showing us the power of a truly campaignable idea.
I’m not quite sure whether any particularly differentiated brand meaning is conveyed, but all of the executions are humorous, extremely “share-able” and spot on for driving / building / consolidating brand awareness…perfect for a mature category like lager. Sure, there is a frisson of similarity to Budweiser’s “Wassup!” campaign, but frankly, so what?
Here’s the first ad:
And then the first follow-up:
And now this:
Thanks for making me laugh.
PS – I couldn’t let a post about Heineken go by without including this – “Heineken refreshes the parts other beers cannot reach” has to be one of the all time great straplines…category defining (as in “Beer = Refreshment”) you might say: