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...