Agency: Lowe Howard-Spink | Author: Peter Brown |
'How Refreshing, How Heineken'
SYNOPSIS
This paper seeks to demonstrate that strategic account planning played an instrumental role in refreshing one of the most famous campaigns in advertising history. Firstly, at a time when most of our competitors' advertising seemed to be losing touch with what the market was all about, we recognised that the time was ripe for Heineken's straightforward, down to earth approach to make a return. Secondly, we successfully updated the brief by navigating an objective route between two tempting alternatives: on the one hand, we believed the old 'refreshes...