Heineken is hoping to reach parts other beer advertisers have not previously reached by signing up to a global marketing campaign with Google that will also see it on YouTube and appearing on smartphones.
According to Henrique de Castro, Google’s global head of media: “This global Heineken campaign spanning 20 countries is one of our biggest global display campaigns ever.”
Heineken has long been regarded as one of the most innovative drinks advertisers after its long-running claims to reach the parts that other beers cannot reach and tie-ups with European football and rugby union.
Through its tie-up with Google it will use YouTube to kick-start campaigns in 20 markets that will also include what are known as homepage takeovers as well as pre-rolls, the short ads before an online video. The deal could run into tens of millions of euros.
Alexis Nasard, Heineken’s chief commercial officer, said that the tie-up with Google would “ignite the digital conversation and connect with our consumer in innovative ways.”
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Heineken’s recent brilliant The Entrance online video had four million hits in its first three weeks.
Heineken also confirmed that it was in talks with Facebook and other social media sites to extend its brand elsewhere on to the internet as it aims to reach the beer-drinking twentysomething market. The brewer is reckoned to spend about €80 million (£72 million) of its annual €2 billion marketing budget on online advertising.