Heineken® Challenges People to Venture Outside their Routine and Discover their City with "Cities of the World" Campaign New TV Ad Unveiled Today
NEW YORK, May 12, 2014 /PRNewswire/ -- Today, Heineken® has unveiled its latest global campaign, "Cities of the World," aimed to inspire people to get outside of their daily routines by unlocking the secrets of their cities. The fully integrated campaign includes a 60 second television ad and first of a kind, limited-edition Heineken bottles.
The latest TV ad, "The City," is the seventh film in "The Legends" series, featuring Men of the World who are pushed to discover their limits and go beyond them. Created by Heineken, in partnership with Wieden + Kennedy Amsterdam, "The City" is the story of a man who embarks on an adventure to return a set of lost business cards to a beautiful woman named Eve. In the ad, each card leads the main character to uncover surprising and hidden venues in his city, reinforcing the notion that Men of the World should never stop exploring their own urban backyard.
The TVC is a reminder that every great city offers an endless adventure within its sky-scraping towers and neon lit streets. Both a 60-second and 30-second version of the television spot will live on a variety of broadcast and digital platforms in the U.S., with a longer form version on the Heineken YouTube Channel.
"We know that while Heineken drinkers are familiar with many of the hot spots in their cities, they may not venture outside their usual routine on a daily basis to explore the unexpected," said Colin Westcott-Pitt, VP Marketing, Heineken. "With the 'Cities of the World' campaign, we're aiming to inspire them to move away from their usual habits this summer to discover and unlock the secrets of their own cities."
To celebrate the launch Heineken has produced a set of specially designed limited-edition bottles, each featuring a print of one of six global cities: New York, Shanghai, Berlin, Amsterdam, London and Rio de Janeiro. From May 1st through July 4th, every Heineken lager pack featuring the City Bottle labels will feature an under-the-cap code, giving people 21 and over the chance to win daily prizes and unlock world adventures.
May 12 marks the global launch of "The City" TV ad and "Cities of the World" campaign with local activations to follow in more than 100 countries.
To enjoy "Cities of the World" with Heineken, please follow us on Twitter (@Heineken_US) or Instagram (@Heineken_US), visit the Heineken Facebook page (www.facebook.com/Heineken) and watch "The City" on the Heineken YouTube Channel.
About HEINEKEN USA
HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com.
SOURCE HEINEKEN USA