Heineken unveiled a new integrated global marketing campaign called There's More Behind the Star. The brand of White Plains, N.Y.-based Heineken USA is inviting consumers to discover the authentic stories that are the foundation of the global brand, it says.
The global program is comprised of three new TV commercials that feature award-winning actor Benicio Del Toro. Launching in more than 70 markets globally, the campaign focuses squarely on the beer, the brand's rich heritage and its international footprint, the company says. The humorous spots see Del Toro comparing what is behind his own “star” status to specific stories behind the Heineken brand. The new commercials were created by Indianapolis-based Publicis Worldwide and filmed in a variety of locations in Barcelona. The spots will be released in English and Spanish alongside two additional pieces of short-form digital content, it adds.
"Consumers increasingly want to know what's happening behind the scenes in all areas of their lives," said Ralph Rijks, vice president of Heineken, in a statement. "This includes their beer of choice. Heineken has a wealth of authentic backstories that make up its rich history and illustrate why its popularity is so enduring. Our new campaign is designed to bring these stories to life in a fresh and innovative way, using the wit we have become famous for."
Willem van Waesberghe, Heineken’s master brewer, added: "The new campaign engages consumers in our brewing heritage and focuses on the quality ingredients that ensure that the great taste of Heineken is the same around the world. From small beginnings to our current global footprint, one key constant is unchanged — the original Heineken recipe. The skill and expertise of our master brewers means that the quality of our beer remains as high as it was on day one."
The campaign will mark Del Toro’s first role as a brand spokesperson. "I couldn't be happier having the opportunity to work with Heineken to bring this project to life in a fun way," Del Toro said. "Heineken has a rich history and heritage that speaks for itself, and I'm excited to bring my talents to this global campaign."