Heineken Italia: Are you still with us?

In 2008 Italians drank a million fewer hectolitres of beer than in 2007. Heineken wanted to launch a campaign to arrest its declining sales while maintaining the premium image of the brand and fostering a greater sense of loyalty towards it.

Heineken Italia: Are you still with us?

JWT Milan

SUMMARY

This is a story about how award-winning creative work fuelled strong sales growth for a premium brand during a desperately tough recession.

The campaign, called ‘Are you still with us?’, ran in Italy in 2009 and 2010 for the Heineken brand. That campaign is calculated to have provided a return of €21 million, almost double the money invested in it (Source: Nielsen.)

Much of the power of the creativity came from targeting an older drinker, appealing to their desire to remain young; their ‘Peter Pan Syndrome’. The work did not...

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