New tones at Heineken

JWT + Hostettler + Fabrikant strings new advertising strings for HeinekenA third Swiss appearance for the international beer brand Heineken continues the "musical" advertising tradition of the Dutch noble barley juice. Because the previous positioning in the jazz segment proved to be too specific, the Zurich advertising agency JWT + Hostettler + Fabrikant created a campaign with new tones. The implementation is based on a strategically developed brand vision, called "Experience of Authenticity". This phrase results from a brand analysis carried out in the run-up to the new concept. According to this, the five main characteristics of the brand - internationality, music, presence, tradition and quality - do not appear as an overall image. They are only effective as individual voices. On the new poster motifs and advertising subjects, the chorus of brand values therefore "sings", so to speak, the entire product personality. The client, the Calanda Haldengut Breweries in Winterthur, praises the appearance in the highest terms and as a unique, flexible communication channel that also meets international guidelines. Page 16