Intoxicating summer of music
Publicis Beverages plans to strengthen Heineken's image as a lifestyle brand through a sponsorship campaign.
Openair without Heineken. This concise equation is what the
musical brand world of Dutch beer during the
the season with the highest sales. In fact
Heineken's commitment to almost all the important music events of the
Switzerland: from the Gurtenfestival to the Openair Hoch Ybrig and Montreux
Jazz Festival. In return, the festival, which has also been held in the
Switzerland, the beer represents the positive and eternally young lifestyle of the
festivals and open airs ever more closely with its advertising communication.
Heineken is synonymous with being together, fun and enjoyment.
open-air experiences and place the brand in the relevant set of the top
of mind and thus influence the purchase decision. Concerts and on several
levels, the beer brand has relaunched itself this year - from the new
shaped can up to the Experience Lounge, a tent in the shape of a
oversized beer can. In addition, there is a new poster appearance, the
developed by the in-house agency Publicis for display at the festivals.
Designer Nadine Geissbühler created motifs that, on the one hand, refer to the
different music styles and on the other hand the
product in the spotlight as well as the inviting claim "Meet
you there". The result is a visual sound world "that stimulates the ear via the eyes and
makes you want to play gigs and hits under the open summer night sky," says CD
Markus Gut.
However, the new Heineken appearance is not limited to
The first three motifs will be added to on an ongoing basis. Also with the
advertising media are not limited to the classic tools. In addition to
the posters, the dancers are also featured on advertisements, special posters,
gadgets and open-air give-aways swing their contours around.
Luca Aloisi
