MERCADEO Versión en español
Heineken launches new campaign starring women to encourage responsible drinking
Manuela Walfenzao| 14 de enero de 2016
La campaña salió al aire este miércoles 13
Heineken is changing its strategy and is now focused on women. Its new global ad suggests that women prefer men who drink less. The campaign is titled {Moderate drinkers wanted;www.produ.com/publicidad/videos/index.html?Noti=10362} and includes TV commercials, experiential marketing and digital activations. It shows women in bars and in the streets and subway singing along to I need a hero as men pass out on couches after drinking too much. Only one man attracts a woman’s attention in the commercial and it is a man who rejects a beer.The campaign was made by Publicis Italy and is a sequel to previous efforts to promote responsible drinking. In 2011 they made Sunrise and in 2014 Dance More, Drink Slow.Gianluca Di Tondo, Senior Global Director at Heineken, said that the campaign appeared after research on the drinking habits of millennials. “69% of millennials cite avoiding loss of control as the primary motivation for limiting alcohol consumption on a night out, clearly reflecting the influence of social networks and the importance of image control” he explained. “Moderation is becoming cool but they need another push. That is why the focus has now turned to women and the influence they have over target consumers”.The campaign was launched on January 13th and for this week only, digital executions will be available on women’s Facebook pages.
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