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Heineken Understands Men

 

Posted on January 6, 2009
Julie Le Vacon

 

Heineken has already come out with its 2009 opening number. Here’s a quick review of the “when in doubt, go with stereotypes” theory of marketing, used by Heineken:

Men = beer + football
Women = fashion + romance

The commercial uses the cliché of Carry Bradshaw’s Sex & the City shoe collection, highlighting the idea that the modern-day woman is fashion-obsessed. It also includes every man’s dream: a giant fridge full of beer, but not just any beer, Heineken beer!

Doesn’t it make you want to scream, too? The ad might just give the perfect idea to several beer-loving men: “Honey, I’ll let you have a giant-walk-in closet if you let me have a giant beer-cellar.” While it’s true that despite the screams, this ad is not likely to create the same buzz that beer giant Budweiser created with its Wassup ads in the 90s. Heineken can still rest easy being one of the most well-known beers brands in the world.

This project is also a good opportunity for the beer company to re-establish its image, which was hurt after a few Dutch film students made provocative faux Heineken ads. The ads were quite professional-looking, but had no relation at all to the Heinken brand. Due their seemingly real nature, they still managed to create significant bad buzz for the brand. Here’s one example:


Add This

Sources:
- The article on www.culture-buzz.fr
- Werbeblogger
- Adapted by Jessica Hartstein

Image source:
- Flickr


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