Heineken has unveiled a new integrated marketing campaign titled “There’s More Behind the Star”. The new campaign, which launches in 40 markets globally, invites consumers to discover its product stories.
The campaign draws the focus on the beer and its rich heritage and unparalleled international footprint. The product stories illustrate Heineken’s humble beginnings in Amsterdam, to now the world’s most international premium lager.
The centre piece of “There’s More Behind the Star” campaign is three new television commercials featuring Hollywood star Benicio Del Toro, where he will compare what is behind his own ‘star’ status, to the specific stories behind the legendary Heineken star.
Venus Teoh, head of marketing, Asia Pacific Breweries (Singapore) said, “Heineken is an iconic global brand with a rich heritage. It has definitely made its mark as the premium lager beer in Singapore and around the world, and we are very honoured to be part of its journey. With this new campaign, we hope to delight fans by bringing them closer to the brand through our exciting line-up of initiatives. By sharing Heineken’s product stories, we also hope for fans to gain a deeper understanding of the brand’s lasting legacy.”
Prior to the campaign launch, mysterious red stars bearing the tagline “Discover #MoreBehindtheStar” and a countdown timer were found islandwide. This included a mystery star truck roving the streets of Singapore. Today, the star was unveiled as Heineken. As an ode to the iconic red star emblazoned across the world class brew, Heineken transformed it into a dazzling gold star to represent its premium crafted lager beer.
As the Heineken Star Truck continues to rove around the streets of Singapore, the truck will also appear around social media. Heineken will be organising an exciting online contest – the Heineken Social Chase – from 27 July to 2 August 2016.
Heineken also introduced a refreshed packaging design, featuring World Class Genes, Brewed Longer and Star Magic stories which are foundation to its the iconic global brand.
As part of “There’s More Behind the Star” campaign, Heineken also curated Singapore’s first-ever holographic installation in a bar, to showcase its product stories through innovative, 3D animation. Situated at 1-Altitude Gallery & Bar, the world’s highest al fresco bar and viewing gallery, fans can find out #MoreBehindtheStar as they go through a larger-than-life experience of the brand story.