Heineken's Legendary Journey: Justifying a premium the world over

This global campaign for Heineken, the beer brand, aimed to justify the product's price premium over rivals and maintain sales growth with ads that embraced the company's globalism and universality.

Heineken's Legendary Journey: Justifying a premium the world over

Wieden+Kennedy Amsterdam

Advertiser: Heineken International N.V.Brand: Heineken's Legendary JourneyCountry: The Netherlands

Objectives

From international product to global icon

Heineken is the world's most international beer brand, available in over 170 countries. But, whilst consumers were able to buy into the same product everywhere, they weren't buying into the same brand. Heineken had never had one single, consistent global campaign, as evidenced by a diversity of local communications:

And who could blame Heineken? In a category where image is (almost) everything, where local tastes have to be...

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