Here’s an interesting current campaign for Heineken, ‘Dream Island,’ essaying what lots of booze companies do today in their marketing: a competition.
Which seems to the strategy of choice for beers and the like, a way of selling aspiration without suggesting it’s the drink wot does it.
Heineken likes the campaign so much that it’s just given its global account to Publicis Worldwide, which produced this campaign in Europe, in place of former lead agency Wieden+Kennedy.
There’s some stage management in the announcement: Publicis Worldwide boss Arthur Sadoun has just taken on responsibility for MSL, the global PR network owned by Publicis Groupe. So this appointment is a reminder that Publicis the ad agency is firing on all cylinders.
Heineken chief commercial officer Jan Derck van Karnebeek says: “We enjoy a strong cultural fit with the Publicis team and are confident that this partnership will further build on the success we have enjoyed with recent Heineken campaigns.”
Sadoun says: “We already work with Heineken in some markets, including France and Italy, and Bruno (Bertelli, boss of Publicis Italy) has been instrumental in developing some amazing work, which has convinced the client that we can deliver world-class ideas on their briefs.”