16 May 2008


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Heineken launches new “continental head” ad

Heineken

beers lager and cider

alcoholic drinks

Source : Heineken UK
Heineken is back on TV and cinema screens with the latest ad to join the brand's iconic advertising campaign which urges the traditionally reserved Brit to 'Use your continental head' to overcome their embarrassment when faced with a situation or behaviour which is considered perfectly normal in Continental Europe.

Heineken advert

Entitled ‘Helicopter’, the commercial is the second execution to be developed in the campaign which was first shown in the UK last summer as part of the marketing activity surrounding the launch of Heineken Continental Draught serve.

The 50-second ad and a 30-second cut down version will be appearing on TV screens from May 14 through to the end of June, and the full 50-second commercial will be shown in cinemas nationally from June through to mid-November.

The TV burst will span both satellite and terrestrial channels and will be scheduled to appear alongside programmes aimed at Heineken’s target audience of 25-32 year old ABC1 males such as the UEFA Champions League Final, Heineken Cup Final, Monaco Grand Prix and Derren Brown’s Trick or Treat, while the cinema screenings will be linked to films such as Wanted, The Dark Knight and the new Bond movie Quantum of Solace.

Around 40 million viewers are expected to see the advertisements during the six-month campaign.

Part of a multi-million marketing support package for the premium imported lager brand, the new ‘Helicopter’ advertisement continues the theme set in the ‘Lobster’ commercial in which a British diner was told to ‘use your continental head’ when he found himself consumed with guilt when a waiter presented him with a live lobster before popping it in the cooking pot.

‘Helicopter’ opens on a scene at a business function in which a moustachioed European man is hugged enthusiastically by his continental associates in their usual form of greeting – a situation which causes the British delegate to squirm at the very thought of bodily contact.

As the moustachioed man approaches him, the British delegate recoils and the voiceover laments: “If only you had a continental head.”

Salvation arrives in the form of a waitress approaching with a tray of Heineken and the embarrassed delegate thankfully reaches for a glass. As he picks up the Heineken he starts to think with a ‘continental head’ which will enable him to embrace the continental hug situation.

The central character thinks back to one summer when he drifted out to sea on a lilo and was dramatically winched to safety in a helicopter rescue mission. He imagines that the moustachioed man is the rescue officer and embraces him heartily like a true continental.

He then takes a sip of his Heineken, comfortable that he has now dealt with the situation. The ad cuts to a glass of Heineken with a Continental sized head and as the excess head is removed with a spatula, the closing strapline announces - ‘Heineken. Get the head right and the rest will follow.’

Chris Duffy, Heineken UK’s Customer Marketing Controller, says: “The first ad in the ‘Use your continental head’ campaign really struck a chord with consumers achieving excellent levels of recognition.

“Lobster generated high levels of recall and both of the ads in the series work on two levels by delivering our message about serving Heineken with a continental style head in a humorous and memorable way.”

The ads form an integral part of Heineken UK’s wide-ranging campaign communicating the message that to be enjoyed at its best Heineken should be served with an authentic continental head. The first ad was launched to coincide with the introduction of the Heineken Continental Draught serve in the on-trade and the initial roll-out of Heineken DraughtKeg in the take home sector last summer.

Duffy says: “Last year’s activity proved to be highly successful in gaining awareness for and acceptance of our Continental head message and we’ll be stepping up the pace this year.

“During 2008 we expect to treble the number of outlets which offer Heineken on Continental Draught serve and in the off-trade we have now rolled out Heineken DraughtKeg nationally to all take home customers, so we are confident that the movement will really pick-up momentum this year.”

Heineken UK explains the science behind why a continental head delivers a better experience for consumers: “Taste is a key driver of brand choice. However as much as 40% of what we call ‘taste’ is actually hop aroma, a very volatile flavour which evaporates quickly when in contact with air.

“On the continent, the Continental Draught serve with its large foam head is considered the only way to enjoy draught beer. This is because the head acts as a seal, protecting the beer from the air and trapping in the real lager aroma and carbon dioxide bubbles. Therefore a large head prevents the flavour and freshness from escaping and delivers a quality drinking experience right down to the last sip.”

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