Heineken UK is launching a campaign aimed at showing “continental-style” drinking. The brewer says it is also gearing up a raft of innovations to shake up the lager sector.
The multimillion-pound campaign will focus on “better drinking experiences” for consumers, which Heineken believes will drive incremental growth in the beer sector.
The campaign will be backed by an extensive marcoms strategy, which includes a television ad campaign and an experiential events programme. The campaign is aimed at well travelled, male urbanites who are willing to pay more for better drinking experiences and who typically spend 15% more on drinks than average beer drinkers.
Heineken UK marketing director Iain Newell says: “As Europe’s leading beer, Heineken is the best placed brand in the lager category to take advantage of the huge opportunity to connect with the growing numbers of consumers who are demanding better drinking experiences. Our new campaign will show consumers how they can enjoy the civilised and sociable ‘continental-style’ of drinking they get abroad, where quality and service are key.”