Heineken’s latest ad campaign, launched for International Beer Day, shines a spotlight on ‘forgotten beers’ at various social gatherings, blending humor with a poignant message about human connection, set against the evocative strains of Claude Debussy’s “Claire de Lune.”
Underpinning this campaign is a profound insight drawn from a 2023 study on global social connections, which revealed that many experience feelings of loneliness. By addressing this issue through a lighthearted yet meaningful lens, Heineken not only reinforces its brand identity as a facilitator of togetherness but also relatably reflects the emotional realities of its audience.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the campaign.
The Details:
- Although no more Informative than the average beer ad, American beer drinkers focused on the message of “Forgotten Beers” as intended, with the creative earning above-norm response across all other performance metrics:
- 86% attributed the messaging to Heineken (well above the category norm of 69%), and the ad stood out most for its Relevance and the Desire and thirst for a beer that it prompted.
- With above-norm response among male beer drinkers and at- to above-norm reactions from female beer drinkers, “Forgotten Beers” sparked a purchase intent rate of 62% (+6 pts).
- 86% attributed the messaging to Heineken (well above the category norm of 69%), and the ad stood out most for its Relevance and the Desire and thirst for a beer that it prompted.
- The :55 spot appealed across all manner of beer drinkers while also turning in norm performance among imbibers of wine and spirits/cocktails:
- Second-by-second trace reflects sustained engagement among beer drinkers (ours is a non-skippable testing environment), indicative of the interesting and relatable narrative:
- However, relatively flat engagement (even if high) can also signal opportunity for shorter forms to continue the momentum of the campaign at a more modest budget.
- Comments from beer drinkers point to the ad’s ability to remind the audience of the true source of enjoyment when having a beer (mirroring the objective and spirit of the ad); however, a few felt scenes of leaving a drink unattended were inappropriate
- However, relatively flat engagement (even if high) can also signal opportunity for shorter forms to continue the momentum of the campaign at a more modest budget.
Beer drinkers on “Forgotten Beers” :55
“It’s not telling you anything about the product specifically because it is a known brand. So instead, it’s using sense memory to remind you of why you may want one in the future. It’s relatable showing every sort of environment and the music keeps your attention with the flow of the video. Taps into nostalgia and I enjoyed watching it.”
Female 21-35
“The ad was very appealing to me because Heineken is a product that I enjoy. The contrast between the music and what was happening was very interesting.”
Male 21-35
“It is a heartfelt message. It’s not just about the beer. It’s about connecting with others over a beer.”
Female 50+
“It was way too long and drawn out. If I didn’t have to watch the whole thing I would’ve turned the channel or clicked off of it. It all depends on what platform I was on when viewing it.”
Male 36-49
“It was a good ad. I did think about the danger of unattended drinks in public places after watching it.”
Female 50+
“Makes you think of good times with friends whether it’s BBQs, bonfires, or just hanging out”
Male 21-35
“It is true the best part isn’t the beer itself. It is part of it though.”
Female 50+
- Some of the best received ads in the beer category over the 90 days ending 8/7/2024 attached themselves to sports (Corona Premier/U.S. Open and Michelob Ultra/partnering with Williams F1 Racing) while Pacifico delivered a more typical bonding with friends in fun:
- Only the Corona Premier spot which focused on the low carb, low calorie product itself, drove notably higher intent vs. “Forgotten Beers.”
- Compared to other longer-form (:45+) beer ads over the past year, “Forgotten Beers” trailed just the surprising “Directors Cut” St. Patrick’s Day creative from Guinness (featuring Jason Momoa) in sparking intent among beer drinkers:
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
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Creative Agency: LePub