Heineken Spotlights 'Forgotten Beers' for International Beer Day

For this year's International Beer Day, Heineken is taking a different route by shining the spotlight on drinks that are often forgotten.

"Forgotten Beers," the company's latest campaign made together with creative agency Le Pub, highlights true-to-life situations where the world-famous beer gets left behind — whether it's at the bar, in the club, by the sea, or at a birthday party.

However, the latest marketing effort isn't meant to evoke pity towards the beer that has gone lukewarm over the course of a great conversation with friends. 

In fact, it wants to take away the focus from the product, as the brand believes that the best part about having a beer isn't the beer — it's being in the moment.

 

 

 

 

 

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Heineken CEO Dolf van den Brink shares the idea behind the thought-provoking initiative in a news release:

"Of course, we celebrate our beer, but what we’re most proud of is 150 years of bringing people together, something that will remain at our core for as long as we continue to produce beer."  

The spot also serves as a direct callback to a famous quote Freddy Heineken himself said, "I don’t sell beer, I sell gezelligheid," which translates to "the feeling of good times."

Le Pub Global CEO and Publicis Worldwide CCO Bruno Bertelli expounded on the makings of the International Beer Day campaign, believing that the occasion was perfect for the brand to show once again its "always-unique point of view."

Bertelli continues, calling the campaign an "ode to good times and happiness all portrayed through the lenses of those 'forgotten beers' that are left behind to give space to the deliciousness of togetherness, quality socializing and friendly moments."

Marked by a captivating hero spot, the latest from the brand and agency is an effort that perfectly aligns with Heineken's brand messaging framework. 

Known for out-of-the-box marketing efforts such as turning laundromats into sports pubs and campaigns like the world's first beer insurance scheme, Heineken is able to convey its unique value proposition (USP) to potential customers and clients in a way that sets it apart from the competition.

Forgotten Beers, Unforgettable Memories

The 55-second spot kickstarts with a lonely glass of Heineken sitting on top of a pool table, as Claude Debussy's Claire de Lune plays in the background. 

Viewers then see different instances where people leave their drinks behind: in the club, the pub, the sports bar, the garden party, the rooftop gathering, by the beach, and at a birthday party. 

However, it doesn't matter if these drinks get left behind, as the memories and experiences spent with loved ones will always matter more.

Heineken drives this point home at the end of the spot, as the screen writes: "The best part of having a beer isn't the beer."

Previously, Le Pub also worked with Heineken on a campaign that highlighted that "first sip feeling."

Editing by Katherine 'Makkie' Maclang