Heineken’s new creative is ‘a real eye-opener’
Heineken has come out with a humourous new social creative off the back of Apple’s Vision Pro launch.
Devised by the global team, and since rolled out in Australia, the pop culture inspired creative features a top view of a Heineken beer, with the opening and tab replaced by Apple’s Vision Pro product.
The creative, part of the brand’s ‘For a Fresher World’ positioning, reads ‘A real eye-opener’, alluding to the Vision Pro which shows the users eyes on the front of the device.
Dino Bozzone, Heineken Australia country manager, and Rob van Greinsven, director of global digital, Heineken Global, said: “As part of Heineken’s global strategy and positioning, ‘For a Fresher World’, we have a team that is dedicated to tapping into topical and cultural moments to make our brand relevant to consumers every day – with a ‘fresh perspective’ and a witty tone-of-voice.
“We have a dedicated team (consisting of Heineken’s global digital team and the Boomerang – Le Pub agency) and work closely with all our local markets around the world to deliver creative assets within hours of a relevant piece of ‘news’ going around, to ensure we can be engaging.”
The Apple Vision Pro, an AR/VR headset launched last week by the tech giant, promises to bring mixed reality and the metaverse to the people. And for the advertising industry, it will encourage a refocus of possibilities.
The creative has been seen across social and digital media. Bozzone and van Greinsven said it is part of the brand’s “always-on social and digital strategy” to be topical, relevant and distinctive.
“Often this can be planned content, and sometimes its an unplanned reactive response to a trending topic in popular culture.
“Generative AI, augmented reality, and the combination of tech and entertainment and hot topics currently, since it’s impacting many people around the world. So it’s an interesting creative territory for Heineken to apply its fresh perspective,” they said.
Bozzone and van Greinsven said the global response so far has been “very good”.
“Many marketers around the world have published and promoted a localised version of the social post. Consumers have engaged with it very positively,” they said.
“But for every ‘winner’ social post, many ideas/concepts don’t reach the finish line, so we’re glad with our quick responsiveness, we’ve been able to put a smile on people’s faces again.”
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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.
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