Heineken’s lessons in history

Singapore - Heineken has launched a BatesAsia/141 Worldwide-created campaign to underline to consumers the brand's ‘premium quality' and that it has been unchanged since 1873.

TVCs rolled out 2 April while print ads launched on 21 April, and the campaign will run for three months as part of the through-the-line ‘Past Experience' campaign for which print, consumer promotions and PR have been developed for the Singapore market. Print ads are being run in Lianhe Zaobao and Lianhe Wanbao, and across broadcast channels such as Channels 5,8 and U, AXN, Star World, TVBS and ESPN.

"The key message of the ‘Past Experience' campaign is that of the consistent quality of Heineken, unchanged since 1873, which is visually represented in the television commercial in which the character travels back in time while on his way to a bar and realises that Heineken tasted just the same in 1873 as it does today," Desmond Tan, marketing manager, Heineken at Asia Pacific Breweries Singapore said.

MindShare handled media duties while 141 Worldwide was also responsible for PR.

Separately, BatesAsia 141 Malaysia has appointed Ajay Bakhshi as its new ECD - Bakhshi reports to Ajay Thrivikraman, MD, and was most recently CD with McCann Erickson. He brings with him a decade's industry experience having worked with agencies such as JWT, O&M and FCB, and has handled clients such as Telekom Malaysia, Digi, Unilever, Sony, Mastercard, Nestle, Coca-Cola, Citibank and Proton.