Heineken, the global beer brewing giant, recently commemorated its 150th anniversary. As part of the worldwide celebrations, Heineken Australia kick-started a distinctive local campaign, aptly titled ‘Celebrate Whatever You Call Us’. This innovative endeavor encourages Aussies to coin imaginative, unofficial nicknames for the Heineken beer.
The campaign was conceived by the creative minds at Saatchi & Saatchi Australia, which enticed Australians to engage in friendly banter about their favorite beer monikers over a pint of Heineken. The added allure of seeing their beer name showcased in Heineken’s national campaign, be it on digital billboards or beer taps at selected establishments, served as a primary motivator for participation.
For an added touch of star power, Heineken and Saatchi & Saatchi enlisted Daniel Ricciardo, Australia’s renowned eight-time F1 Grand Prix winner. Ricciardo’s role was to stimulate consumer interaction and fuel creative energy among the Aussies. To do this, he humorously toyed with several beer nicknames, merging beer and familiar locations or personalities. Some notable puns included Mt. Frothiuszko, Steve Brewscemi, and even a playful take on his own name, Daniel Beerciardo.
Dino Bozzone, Heineken Australia’s Country Manager, shared insights into the campaign’s ethos, “Australians have a notable zeal for nicknaming everything. Despite Heineken’s immense popularity in the country, we realized there isn’t an existing nickname for our brand.” He further explained that the campaign aims to embed Heineken into the existing vernacular of beer nicknames rather than forcing an artificial one.
Moreover, the campaign subtly conveys that Heineken doesn’t hold itself on a high pedestal. The brand is receptive to how its consumers refer to it, emphasizing that what truly matters is that Aussies continue to enjoy their brand. Bozzone added, “This is a legacy Heineken aims to champion for the next 150 years, not only in Australia but also in the 191 other countries where Heineken is sold worldwide. We’re thrilled to see what quirky, fun, and original beer nicknames Aussies will come up with!”
This news story is based on an article originally published on marketech-apac.com.
