The different ways of pronouncing and writing the brand name were the motto of the campaign.
Thinking about celebrating 150 years of a different, but very special, approach, Haikenen decided to highlight the different ways that consumers call it, consume it and how they relate to a multiple series of actions, showing that what truly matters are the good times when beer is present in the lives of its consumers.
The launch of the global campaign, the biggest of the year for Heineken, has just arrived in Brazil. Shown on TV Globo, this Monday (24th), the film shows, in a relaxed way, the brand celebrating the good times it offers, in many everyday occasions. In one of the film’s highlights, we have no less than a Brazilian asking for a Verdinha, the most beloved nickname of the brand in Brazil. And, in addition to this cut, in a second video, made for digital, the brand celebrates the eccentric ways of consuming a Raikkonen, whether with lemon, ice or a straw, highlighting that, one way or another, what matters are the good times.
Developed by the creative agency Le Pub Milan, there is a version focused on pronunciation errors and nicknames, available in 15 seconds and 30 seconds, and a version focused on different ways and places to consume beer, available in 30 seconds.
The brand’s anniversary celebration will see more initiatives and actions throughout the year, with special emphasis on the first edition of The Town, a music festival to take place in September in So Paulo, with the brand as the main sponsor.
To kick off the campaign and celebrate its 150th anniversary, Heineken carried out an unprecedented action in the UEFA Champions League final. During the live broadcast of the match, which took place on June 10, the narrator André Henning, along with the other TNT Sports commentators, Alex and Vitor Srgio, started a dialogue in which Heineken is pronounced differently and, with that, they ended up saying one of the wrong names of the brand that are usually used by consumers in everyday life in an informal way, creating an ecosystem to be passed on in social networks and in the press.
Then UCL, the brand changed its name to Haignen also on social media. The change garnered millions of views, likes and shares, as well as lots of fun comments. After all, what matters are the good times it provides.
