Who wouldn't know Heineken Walk in fridge its brilliant advertisement? I think everyone remembers it, regardless of whether they like beer, are male or female, young or old.
Today's advertising textbooks say to target, choose the right channel, create relevant content, optimize, and then your campaign is likely to be effective. This is true. But it also helps to have a brilliant idea. Heineken's Walk in fridge advertisement is just that.
This advertisement conveys emotions, the carefree, flowing, all-encompassing joy. The joy of togetherness, the joy of friendship, sharing in another's happiness.
In the first scene, it seems like it's not even about beer. A true female sanctuary filled with treasures (=shoes and clothes) unfolds before us: so it's no wonder that an honest, happy scream erupts. Emotional connection (UEP) kicks in here, as the advertisement is guaranteed to win the sympathy of the female target group at this point.
Therefore, the Heineken spot is not only about the joy of beer-drinking men but also about the joy of women. This is the true creativity in this advertisement, as the fact that men enjoy beer is actually a trivial message.
This new context, the connection of the two feelings of joy, provides the simple and brilliant foundation of the advertisement. Both genders acknowledge the situation with a smile: „You enjoy what is good for you, I enjoy what is good for me,” and this can coexist. From a dramaturgical perspective, the transition between the two scenes is elegant. The reason for the boys' happy shouts is revealed only with the scene change. The boys' sanctuary makes every man's heart race, immediately arousing sympathy (and a desire for a cold bottle of Heineken). Brilliant.
Before the packshot appears, the ladies realize the reason for the boys„ joy (along with the viewers) and quietly acknowledge it. This is also a subtle message, not breaking the positive flow of emotions. The closure is clear, unambiguous, tying the emotion to the brand name. The slogan: ”Heineken serving the planet" assures everyone that yes, the whole world craves Heineken beer, because this beer is indeed the source of joy.
Many positive descriptors can be listed alongside the Heineken advertisement: well-packaged, clear message, emotionally motivating, the consumer benefits are prominently displayed. The advertisement is simple, understandable, memorable, and enjoyable to watch. Its dramaturgy is professional, entertaining, conveying the brand's messages.
Only a sip is missing from the ice-cold bottle...
