Heineken Silver Launch
This was a pure Digital Campaign. Brand Heineken, globally was suffering from an image of a premium brand, and a lot Gen Z were refusing to go for it. To attract this younger 18+ lot brand Heineken launched a slightly cheaper variant called Silver. The brief was to create a big buzz around the Lauch Event to attract more Gen Zs and younger Millenials to the brand. We had to play with the positioning of 'Unexpectedly Smooth'. This was a very creatively satisfying Campaign, as at every stage we could go all out over digital platforms - From Instagram to publications like Scoop Whoop.
Service
Launch Campaign
Client
Heineken
Year
2023
The Idea
Our idea was a Pan India Digital Activation where some very well known faces from the Influencer realm will disappear, and a large scale man hunt would go on for them through Digital PR mechanisms. Heineken would declare a notice, saying all the influencers are with them safe and sound. we would see all of the Influencers popping one by one in Banglore, the city of the Launch Party.
Another approved idea
The first idea that the client really liked a lot was a rather quirky take on brand Heineken, with an exxagerrated play on the word Smooth. a key insight was, starting from hair products to automobile, skincare to kitchen ingredients alot of marketing campaign usse the word 'smooth'. What if we create Heineken ads selling every kind of smooth 'experience' to generate a curiosity among the Beer Brand Lovers? Leading them to eventually the Unexpectedly Smooth, Heineken Silver, through a series of truly 'Unexpected' parody ads.
