In
keeping with the HEINEKEN tradition of legendary campaigns and memorable
experiences Heineken® has unveiled its latest global campaign, ‘Cities of the
World,’ aimed at inspiring men to live worldly, new adventures by unlocking the
secrets of their cities.
The
campaign, which will run for November and December this year, reinforces the
notion that men should never stop exploring their own urban backyards and
should “open their world” so as to experience true worldliness and adventure.
Local
consumers – Men Of The World – will have the opportunity to be a part of this
global campaign by participating in exciting promotions and social media
activations, all designed to encourage exploration of their cities and
celebrate memorable experiences with Heineken, the world’s most international
premium beer.
To
mark the launch, Heineken has produced a set of specially designed bottles,
each with one of six global cities printed on it: New York, Shanghai, Berlin,
Amsterdam, London & Rio de Janeiro. The special edition bottles will be
available in over 100 countries around the world, including in Kenya, Uganda
and Tanzania.
This
is the first time that Heineken is deploying a set of limited edition bottles
across the globe at once, with each of the cities printed on the special
edition bottles representing an iconic global destination associated with its
worldly culture, unique experiences and vibrant social scene.
“Men
of the World want to make the most out of their time in the city, because they
know life only gives them one shot. So they really live their city by seeking
out new experiences and adventures and they have an underlying fear of missing
out on the best ones (FOMO),” said Uche Unigwe, General Manager HEINEKEN East
Africa Import Company. “Heineken is always looking for innovative ways to
interact with our Men of the World. Knowing that they fear missing out,
Heineken® is there to help by giving them the inspiration they need to become
legends in their city.”
The
‘Cities of the World’ campaign aims to inspire and motivate consumers to get
out of their comfort zones, to embrace the unusual and embark on worldly
adventures in their own cities. It also reaffirms Heineken’s status as the most
international premium beer, informing consumers that whether they are in
Nairobi, New York, Amsterdam or any of the other cities printed on the special
edition bottle, their Heineken is the same premium quality.
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