Today, Heineken® and LePub launched “The First Ahhh!”, their latest worldwide campaign, in an attempt to reassert their legacy. This creative marketing campaign aims to capture the essence of taking the first sip of a cool Heineken® while highlighting the beer’s superior quality and unmatched consistency over its whole range.
Worldwide Deployment with Innovative Touch
‘The First Ahhh!’ is a marketing campaign that will run in 75 markets between 2024 and 2025 with the goal of raising consumer awareness of Heineken®’s premium positioning by highlighting Heineken® Original, Heineken® Silver, and Heineken® 0.0. The 63-second TV spot, which included a spirited rendition of Nat King Cole’s timeless song “L.O.V.E.” and was directed by acclaimed director Alex Feil, marked the beginning of the campaign.
Nabil Nasser, Global Head of the Heineken® Brand, said, “The campaign is our tribute to the perfect Heineken® experience—consistent, refreshing, and uniquely balanced, no matter where in the world our beer is enjoyed.”
Sucking Up the Taste of the First Sip
The celebration of that “First Ahhh!” moment—a feeling similar to the warmth of the sun on your face or the chilly side of the pillow—is at the core of the campaign. It captures the revitalising zip that only a Heineken® can offer following a demanding day. This sentiment, which is universal, is the basis of the more than 150-year-old Heineken® brewing legacy.
“Taking a first sip of a Heineken® is more than just a beverage—it’s an experience of enjoyment, expectation, and revitalization,” stated Bruno Bertelli, CCO of Publicis Worldwide and Global CEO of LePub.
The Sip’s Scientific Basis
The ad also instructs viewers on the “art of the perfect serve,” which entails careful preparation to guarantee the beer tastes its best. These methods, which range from precisely skimming the froth to gripping the glass at its base, add to the quality experience that Heineken® guarantees.
“Our Five-Star Brewing Principles are the foundation of the consistent quality and taste of our beer, and with every sip, you’re experiencing over 150 years of brewing excellence,” said Willem van Waesberghe, Master Brewer at Heineken®, highlighting the science and skill behind each sip.
Past the Initial Drink
“The First Ahhh!” is more than just a campaign; it’s an immersive experience designed to engage customers more deeply. Plans call for a variety of activations, such as BTL, OOH, package improvements, and strong digital initiatives.
The industry is watching this ad with great interest as Heineken® launches it on many channels. Will ‘The First Ahhh!’ have the desired effect on viewers throughout the world? Time will tell, but if the vibrant debut is any indication, Heineken® has captured the delight of that first flawless sip—a universal truth.
Source: https://www.theheinekencompany.com/newsroom/heineken-captures-that-first-sip-feeling/
