Heineken 3 campaign features auditions for the face of the beer
Heineken has launched its latest campaign for its low carb beer, Heineken 3 featuring two male actors auditioning to be the new face of the brand.
In a 30 second ad Johnny Good auditions to be the face of the new brand, taking off his shirt and beat boxing once the director has said “thanks for that, we will give you a call”.
In another 30 second Chase Lovage uses his sparkling white teeth to try and impress the directors, while selling “the beer that has it all”.
The campaign will run across TV, radio, social media and in-store activations.
Influencers are also being used for the campaign to show Australians occasions where Heineken 3 is the “ideal drink”.
Nada Steel, marketing manager at Heineken Lion Australia, said in a statement: “Heineken 3 has reached its highest penetration ever and captured a 31 per cent market share which has exceeded our expectations.”
Rothco, Dublin, originally created the global Heineken Light campaign, which have seen been repurposed for the Australian market by Heineken.
Heineken trucks will also appear at selected Heineken 3 events to give Australians a sample of the beer.
Credits:
- Media strategy and planning: Zenith
- PR and Social Media: Red Agency
- Experiential: Momentum Worldwide
- Shopper Marketing: Geometry
- Digital: Holler
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Because influencers and auditions are executions, not ideas.
Which leaves us…
Nowhere.
Really ordinary stuff for a huge global brand with amazing ideas pedigree. Normally.
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