Euro RSCG will start work as the English-language AOR for Heineken on August 1. The agency will be managing strategy and creative for the Heineken brand franchise, building integrated campaigns off of the brand’s “Give yourself a good name” platform, which debuted in March.
Heineken invited a number of its existing agencies — including Euro, StrawberryFrog, Wieden and Kennedy and TBWA — to pitch for the account. Euro’s collaborative approach and understanding of the brand and the market helped it edge out the other agencies. Location was another factor: Heineken wanted an agency that could work closely with the team at its new Marketing and Innovation Center in New York City, construction of which was just announced. Outgoing AOR Wieden and Kennedy had its Portland office working on the brand.
“We looked for a partner that could think on a strategic level and express the Heineken and Heineken Light brands in a creative way but on the ‘Give Yourself a Good Name’ platform,” said Filip Wouters, VP of the Heineken brand. “We were also looking for someone who understood the category and who was very collaborative.”
Heineken is targeting a broad audience with its “Good name” push, focusing on men and women age 21 to 34 across ethnic groups. The beer is continuing “Good name” with Euro because, Wouters said, it is getting “great traction” among consumers. Heineken Light just joined the “Good name” effort with its “Wrong seats” ad.
Though “Good name” might be best-known for its TV ads, Heineken has also launched more direct efforts online, including a digital campaign, online store and loyalty club for its “BeerTender” kegerator. Heineken Light just launched its own digital campaign, and Euro intends to build the brand through a variety of channels.
“Heineken is an extremely innovative modern marketer, and the company thinks about all forms of marketing, whether TV advertising, Internet or social media,” said Andrew Benett, co-CEO of Euro NY and global chief strategy officer of Euro Worldwide. “The work that we’ll be doing with their partner agencies will be completely integrated and across all touchpoints.”
Euro will be working with a variety of partner agencies for Heineken, including its rivals in the AOR pitch.
“We would like to continue on the same path,” Wouters said of the brand’s upcoming work with Euro. “It’s been quite successful, and we see great consumer traction. ‘Give yourself a good name’ is a broad platform that allows us to manage both Heineken and Heineken Light under the same brand platform. The tone of voice will be completely integrated and 360.”
Euro is also the AOR for Heineken USA import Dos Equis. The agency’s “Most interesting man in the world” campaign has helped Dos Equis boost sales 17% through mid-June.
