際際滷

際際滷Share a Scribd company logo

'Hit or myth', the real story behind Heineken's famous 'refreshes the parts' ad campaign

Kevin McLean
Kevin McLean

This document summarizes a presentation about the famous Heineken advertising campaign from the 1970s. The summary includes: 1) The campaign broke conventions of beer advertising by focusing on how Heineken "refreshes the parts other beers cannot reach" but initial research advised against the campaign. 2) However, the agency persevered not just for creative reasons but because of business factors like Heineken targeting women buyers and expanding off-trade sales. 3) While the ads were widely discussed, research showed Heineken's market share did not significantly increase relative to competitors taking advantage of the same market growth. The campaign was successful to a point but other brands eventually surpassed Heineken.

1 of 44
Downloaded 74 times
HIT OR MYTH? The truth about the Heineken ad campaign A presentation by Kevin McLean WARDLE McLEAN STRATEGIC RESEARCH CONSULTANCY
Introduction
The Myth of those Really Great Heineken Adverts and how research nearly prevented them from happening
Research accused of brutal assault on fragile creative idea an injustice! Its not fair we was framed we was only trying to help
A moral crusade? No re-telling the story facts straight tracked down the original research learning/principles
Tense Triangle(s) The Board Marketing Account Client person Agency Research manager Creative Planner Research
Key players Freddie H Tony S-G Frankie L
The Great Heineken Advertising Myth Heinekens Refreshes the parts other beers cannot reach met with huge resistance on first showing, as it broke all the rules of beer advertising.The team was brave enough to ignore the results (of the qualitative research) That intuition proved to be right and the campaign went on to be one of the most successful ever, building both sales and brand image over many years. David Taylor, The Brand Gym
1. Heinekens advertising was courageous and different to what had gone before agreed! although Things are better after its really a bit like Double Diamond works wonders Whitbread research, 1974
2. The research said dont do it after the first couple of ads were made The first research - Paul Gildon Sample: 30 interviews, male lager drinkers Ads shown: Piano Tuner, Policemen, Dancers Objectives: evaluate the 3 commercials in terms of communication and comprehension identify any particular strengths and weaknesses provide creative guidance for development
The research said dont do it Researched days after ads launched whats beer got to do with ears? Ads on strategy Refreshment as an advertising idea concentrates exclusively on the restorative effect of Heineken at the expense of its appeal as an enjoyable drink will the advertising vehicle deliver enough brand equity?
The research said dont do it And.. more research carried out five months later (Strategic Planning Unit) 20 interviews, similar objectives showed first two ads plus Potter and Frankenstein ads found clever, amusing, they stood out... strong, but qualified endorsement of the campaign
The research said dont do it Also pointed out the ads: enjoyed as advertising, position the brand away from everyday a strong creative idea - a brand property? NB product quality cues and user values - the residual communication The Myth Created that research cannot deal with creative ideas in this case, showed that it can and maybe got it more or less right
3. The agency persevered, for creative reasons, so strongly did they believe in the campaign They were right to persevere but it had much more to do with business than creative reasons At Whitbread: the tied estate - brewer domination
D看稼 t w aste valu able Tav ern time t ttha pin rt , the qua h y t s a rop ks i T i n th set to change
with a move to the off-trade
The agency persevered for creative reasons? At Whitbread: a revolution under way off-trade customer profile (women) Thresher: 235 shops in 1974, 1500 in 1993 marketing wins brewery power struggle At the Agency strong marketing backing - vested interests carte blanche - why do research?
The campaign Phase One: 1974 - 1988 Refreshes the parts 68 executions Phase Two: 1989 - 1998 Only Heineken can do this 33 executions Phase Three: 1998 - 2002 How refreshing, how Heineken 9 executions, including Buy a pint of Heineken or well keep running this commercial
4. The campaign was highly successful and increased awareness and consumption Certainly talked about No. 29 in Channel 4s 100 Greatest Ads also much talked up at the time Huge sales increase of Heineken could not make enough of it so the ads are selling pints?
But.. Remember the summer of 76? 74 and 75 were nearly as hot! market grew by 25% CBL, Harp, Skol, Carlsberg.. .. all grew considerably Heinekens share did not appreciably increase
The campaign was highly successful? Heineken did not gain significant share relative to the competition Surely the advertising improved brand awareness and perceptions? Not as much as you would think...
The campaign was highly successful? The brand did score higher than average on refreshing but tracking studies showed that other image measures hardly changed in this first campaign phase Better scores later in the campaign?
Lager Advertising Expenditure 50000 45000 40000 Stella 35000 Budweiser 30000 贈000 25000 Fosters 20000 Carling 15000 10000 Heineken 5000 0 97 98 99 00 01 02 19 19 19 20 20 20 Source - Nielsen
Lager Sales - On Trade 100% Stella 80% Budweiser 60% 贈m Fosters 40% Carling 20% Heineken 0% 1997 1999 2001 2002 Sources - Mintel Interbrew
Lager Sales - Off Trade 100% 80% Stella Budweiser 60% 贈m Fosters 40% Carling 20% Heineken 0% 1997 1999 2001 2002 Sources - Mintel Interbrew
The campaign was highly successful? Highly successful, or successful up to a point that point being around mid-80s? John Wanamaker, WalMart founder, said in 1905 I know that half of my advertising dollars are wasted, but I dont know which half
5. Owning refreshment provided a strong platform for the advertising and for the brand Refreshes - an advertising idea vs More refreshing - product proposition But Heineken was 3.2% abv (= gnats) weaker than the competition ads reinforced this
refreshment as a brand platform... Viewer-as-viewer vs viewer-as-drinker Ads reference world of stories, TV, film etc Dixon of Dock Green Little Red Riding Hood Frankenstein Leslie Phillips + Charles Hawtree Star Trek Percy Thrower Emperor Nero Norman Wisdom makes connections, but...
refreshment as a long-term brand platform... Do you remember the one about Sally the musical seal The Onion seller The Snake charmer The kebab singing oh Donna The priest who blows a party popper? What about the scary movie with Julie Andrews the annoying yuppie smothered by a red phone box the Morris dancers who knock each other out?
'Hit or myth', the real story behind Heineken's famous 'refreshes the parts' ad campaign
'Hit or myth', the real story behind Heineken's famous 'refreshes the parts' ad campaign
'Hit or myth', the real story behind Heineken's famous 'refreshes the parts' ad campaign
refreshment as a long-term brand platform... The residual communication of the ads: user values (middle class, feminine, effete) how drole, how Heineken supported by weak product and packaging cues (can, light green) Heineken as the safe option vs Royal Dutch or Hangoverbrau or, a beer for ws New brands and new values emerging...
The 1980s! Fosters, XXXX PPLs Heineken losing touch
refreshment as a long-term brand platform... 1992 launch of Heineken Export Stephen Fry, smooth talking bar steward But Whitbread switching focus to Stella and Heineken gets into rugby sponsorship 1998 Heineken returns with new ads how refreshing characters acting against stereotype eg helpful workmen, successful Blues man
6. Heinekens advertising helped the brand become a long-term success Well In 2000 Interbrew took over Whitbread brewing interests license to brew Heineken expires Heineken withdrawn from UK in Feb 2003 Joins Skol, Hofmeister, Harp rather than Carling, Carlsberg, Fosters
a long-term success? Heineken BV said... During the 90s, Heineken Cold Filtered continued to be a key player in the standard lager market however, tastes of British drinkers were changing As a result Heineken resumed responsibility for its brand and for the first time, the authentic, Dutch-brewed Heineken (5%) became available in the UK. (well, wouldnt you?)
a long-term success? So, farewell, then, standard Heineken gone but not forgotten thanks to all the ads What did the advertising contribute to the brands fortunes part of its success and/or its downfall? hardly as good as it was claimed (by ad industry) at the expense of researchers
Conclusions We said good qualitative research helps to make great advertising evidence? (at WARC presentation, there followed a video with Surfer and Swimblack)
Its a people thing research mediates between ideas and things
How does it work? Its a mystery give me that you have to wonder honestly
Conclusions Use the tools, like the Creative Idea useful discipline for ad development provides focus, common ground people see the execution and find the meaning meaning creative idea THE CREATIVE IDEA execution
Planners and researchers work together Learn from each other More training Less attitude Maybe... better teamwork could have saved Cold Filtered..
...or maybe not cheers

More Related Content

'Hit or myth', the real story behind Heineken's famous 'refreshes the parts' ad campaign

  • 1. HIT OR MYTH? The truth about the Heineken ad campaign A presentation by Kevin McLean WARDLE McLEAN STRATEGIC RESEARCH CONSULTANCY
  • 3. The Myth of those Really Great Heineken Adverts and how research nearly prevented them from happening
  • 4. Research accused of brutal assault on fragile creative idea an injustice! Its not fair we was framed we was only trying to help
  • 5. A moral crusade? No re-telling the story facts straight tracked down the original research learning/principles
  • 6. Tense Triangle(s) The Board Marketing Account Client person Agency Research manager Creative Planner Research
  • 7. Key players Freddie H Tony S-G Frankie L
  • 8. The Great Heineken Advertising Myth Heinekens Refreshes the parts other beers cannot reach met with huge resistance on first showing, as it broke all the rules of beer advertising.The team was brave enough to ignore the results (of the qualitative research) That intuition proved to be right and the campaign went on to be one of the most successful ever, building both sales and brand image over many years. David Taylor, The Brand Gym
  • 9. 1. Heinekens advertising was courageous and different to what had gone before agreed! although Things are better after its really a bit like Double Diamond works wonders Whitbread research, 1974
  • 10. 2. The research said dont do it after the first couple of ads were made The first research - Paul Gildon Sample: 30 interviews, male lager drinkers Ads shown: Piano Tuner, Policemen, Dancers Objectives: evaluate the 3 commercials in terms of communication and comprehension identify any particular strengths and weaknesses provide creative guidance for development
  • 11. The research said dont do it Researched days after ads launched whats beer got to do with ears? Ads on strategy Refreshment as an advertising idea concentrates exclusively on the restorative effect of Heineken at the expense of its appeal as an enjoyable drink will the advertising vehicle deliver enough brand equity?
  • 12. The research said dont do it And.. more research carried out five months later (Strategic Planning Unit) 20 interviews, similar objectives showed first two ads plus Potter and Frankenstein ads found clever, amusing, they stood out... strong, but qualified endorsement of the campaign
  • 13. The research said dont do it Also pointed out the ads: enjoyed as advertising, position the brand away from everyday a strong creative idea - a brand property? NB product quality cues and user values - the residual communication The Myth Created that research cannot deal with creative ideas in this case, showed that it can and maybe got it more or less right
  • 14. 3. The agency persevered, for creative reasons, so strongly did they believe in the campaign They were right to persevere but it had much more to do with business than creative reasons At Whitbread: the tied estate - brewer domination
  • 15. D看稼 t w aste valu able Tav ern time t ttha pin rt , the qua h y t s a rop ks i T i n th set to change
  • 16. with a move to the off-trade
  • 17. The agency persevered for creative reasons? At Whitbread: a revolution under way off-trade customer profile (women) Thresher: 235 shops in 1974, 1500 in 1993 marketing wins brewery power struggle At the Agency strong marketing backing - vested interests carte blanche - why do research?
  • 18. The campaign Phase One: 1974 - 1988 Refreshes the parts 68 executions Phase Two: 1989 - 1998 Only Heineken can do this 33 executions Phase Three: 1998 - 2002 How refreshing, how Heineken 9 executions, including Buy a pint of Heineken or well keep running this commercial
  • 19. 4. The campaign was highly successful and increased awareness and consumption Certainly talked about No. 29 in Channel 4s 100 Greatest Ads also much talked up at the time Huge sales increase of Heineken could not make enough of it so the ads are selling pints?
  • 20. But.. Remember the summer of 76? 74 and 75 were nearly as hot! market grew by 25% CBL, Harp, Skol, Carlsberg.. .. all grew considerably Heinekens share did not appreciably increase
  • 21. The campaign was highly successful? Heineken did not gain significant share relative to the competition Surely the advertising improved brand awareness and perceptions? Not as much as you would think...
  • 22. The campaign was highly successful? The brand did score higher than average on refreshing but tracking studies showed that other image measures hardly changed in this first campaign phase Better scores later in the campaign?
  • 23. Lager Advertising Expenditure 50000 45000 40000 Stella 35000 Budweiser 30000 贈000 25000 Fosters 20000 Carling 15000 10000 Heineken 5000 0 97 98 99 00 01 02 19 19 19 20 20 20 Source - Nielsen
  • 24. Lager Sales - On Trade 100% Stella 80% Budweiser 60% 贈m Fosters 40% Carling 20% Heineken 0% 1997 1999 2001 2002 Sources - Mintel Interbrew
  • 25. Lager Sales - Off Trade 100% 80% Stella Budweiser 60% 贈m Fosters 40% Carling 20% Heineken 0% 1997 1999 2001 2002 Sources - Mintel Interbrew
  • 26. The campaign was highly successful? Highly successful, or successful up to a point that point being around mid-80s? John Wanamaker, WalMart founder, said in 1905 I know that half of my advertising dollars are wasted, but I dont know which half
  • 27. 5. Owning refreshment provided a strong platform for the advertising and for the brand Refreshes - an advertising idea vs More refreshing - product proposition But Heineken was 3.2% abv (= gnats) weaker than the competition ads reinforced this
  • 28. refreshment as a brand platform... Viewer-as-viewer vs viewer-as-drinker Ads reference world of stories, TV, film etc Dixon of Dock Green Little Red Riding Hood Frankenstein Leslie Phillips + Charles Hawtree Star Trek Percy Thrower Emperor Nero Norman Wisdom makes connections, but...
  • 29. refreshment as a long-term brand platform... Do you remember the one about Sally the musical seal The Onion seller The Snake charmer The kebab singing oh Donna The priest who blows a party popper? What about the scary movie with Julie Andrews the annoying yuppie smothered by a red phone box the Morris dancers who knock each other out?
  • 33. refreshment as a long-term brand platform... The residual communication of the ads: user values (middle class, feminine, effete) how drole, how Heineken supported by weak product and packaging cues (can, light green) Heineken as the safe option vs Royal Dutch or Hangoverbrau or, a beer for ws New brands and new values emerging...
  • 35. refreshment as a long-term brand platform... 1992 launch of Heineken Export Stephen Fry, smooth talking bar steward But Whitbread switching focus to Stella and Heineken gets into rugby sponsorship 1998 Heineken returns with new ads how refreshing characters acting against stereotype eg helpful workmen, successful Blues man
  • 36. 6. Heinekens advertising helped the brand become a long-term success Well In 2000 Interbrew took over Whitbread brewing interests license to brew Heineken expires Heineken withdrawn from UK in Feb 2003 Joins Skol, Hofmeister, Harp rather than Carling, Carlsberg, Fosters
  • 37. a long-term success? Heineken BV said... During the 90s, Heineken Cold Filtered continued to be a key player in the standard lager market however, tastes of British drinkers were changing As a result Heineken resumed responsibility for its brand and for the first time, the authentic, Dutch-brewed Heineken (5%) became available in the UK. (well, wouldnt you?)
  • 38. a long-term success? So, farewell, then, standard Heineken gone but not forgotten thanks to all the ads What did the advertising contribute to the brands fortunes part of its success and/or its downfall? hardly as good as it was claimed (by ad industry) at the expense of researchers
  • 39. Conclusions We said good qualitative research helps to make great advertising evidence? (at WARC presentation, there followed a video with Surfer and Swimblack)
  • 40. Its a people thing research mediates between ideas and things
  • 41. How does it work? Its a mystery give me that you have to wonder honestly
  • 42. Conclusions Use the tools, like the Creative Idea useful discipline for ad development provides focus, common ground people see the execution and find the meaning meaning creative idea THE CREATIVE IDEA execution
  • 43. Planners and researchers work together Learn from each other More training Less attitude Maybe... better teamwork could have saved Cold Filtered..
  • 44. ...or maybe not cheers