Heineken asks you to ‘Celebrate Whatever You Call Us’ in new campaign featuring Daniel Ricciardo
Heineken Australia is celebrating 150 years down under with a new campaign tapping into the nation’s love of nicknaming everything, via Saatchi & Saatchi.
The ‘Celebrating Whatever You Call Us’ campaign encourages Aussies to share their creative beer nicknames, with the intention of putting Heineken at the centre of it, showcasing its open-mindedness.
The local campaign, developed by Saatchi & Saatchi enlists fan favourite F1 driver Daniel Ricciardo to get Aussies’ creative juices flowing, as he riffs off multiple nickname ideas – ‘Mt Frothiuszko’, ‘Steve Brewscemi’, and even ‘Daniel Beerciardo’.
Dino Bozzone, Heineken country manager, Australia, said: “Australians have such an enthusiastic passion for nicknaming everything, and yet, despite Heineken being one of the nation’s most popular beers to drink, we realised Aussies don’t really have an existing nickname for our brand. Rather than trying to force this, our local campaign centres around inserting Heineken into the existing category vernacular of beer nicknames.”
“It also insinuates Heineken – like Aussies – isn’t precious as a brand, as we’re open-minded about the way our consumers reference us, because this ultimately doesn’t matter. All that does is Aussies continue to celebrate with us down under,” Bozzone continued.
“That’s a legacy Heineken wants to continue championing for the next 150 years, not just here in Australia, but in the remaining 191 countries we’re sold in around the world. We’re excited for Aussies to unleash their imagination and see what quirky, fun and original beer nicknames they can brew up.”
The creative can be seen across OOH, beer taps in select hospitality venues across the nation, social, digital and audio.
Credits:
Client: Heineken Australia, Lion
Global creative agency: LePub
Local creative agency: Saatchi & Saatchi Australia
Media agency: UM
Digital agency: Affinity
Shopper agency: VMLY&R
PR agency: Herd MSL
Production agency: PXP Australia
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
Have your say