Heineken’s new television commercial, “Déjà Vu” ushers in the redesigned “Star Bottle” across the US. Paired with a multi-layered campaign themed “Arrive Big,” creative began appearing on targeted television programming on 3/11.
“This spot marks a pivotal milestone for the Heineken brand, as we build on the success of the ‘Legends’ advertising campaign and officially introduce the U.S. to our new Star Bottle” said Colin Westcott-Pitt, Heineken VP. “Our priority is to ‘break the mold’ in beer marketing with cinematic, sophisticated ads that feature our ‘Man of the World,’ a progressive, cultured guy, who is inventive in any situation.”
Heineken tells RBR-TVBR the campaign will air on:
1Q’13 Networks
- A&E
- AMC
- Animal Planet
- BBC
- Centric
- Comedy Central
- Destination America
- Discovery
- Discovery Science
- FX
- History
- H2
- IFC
- Nat Geo
- Palladia
- Reelz
- Spike
- SyFy
- TBS/TNT
- Travel Channel
- Tru TV
- Velocity
- ESPN
- ESPN2
- ESPN News
- Fox Soccer
- NFL Network
- NBA TV
- TNT NBA
2Q’13 Networks
- A&E
- AMC
- Animal Planet
- BBC
- Centric
- Comedy Central
- Destination America
- Discovery
- Discovery Science
- FX
- History
- H2
- IFC
- Nat Geo
- Palladia
- Reelz
- Spike
- SyFy
- TBS/TNT
- Travel Channel
- Tru TV
- Velocity
- ESPN
- ESPN2
- ESPN News
- Fox Soccer
- MLB Network
- NBC Sports Network
- NBA TV
- NFL Network
- Home Team Sports
- TNT NBA
“Déjà Vu” follows the story of a man traveling the world, visiting bars and clubs of Ho Chi Minh City in Vietnam, then Lagos, Nigeria, before finally arriving in New York City, where he finally gets his hands on the Heineken Star Bottle. Like the new Star Bottle, he has made an impression all over the world.
The spot, via Wieden+Kennedy New York, launched with a :90 second version. It will subsequently be seen in 60 and 30 second formats.
See the spot here:
The new Star Bottle design represents a more modern take on the brand’s iconic green bottle, featuring the same legendary taste that reinforces the brand’s upscale status. The taller, sleeker and modern Star Bottle is currently available in 170 markets around the world and is being rolled-out nationally in the US.
The “Arrive Big” campaign will also be reinforced with out-of-home and retail elements that further celebrate the arrival of Star Bottle, and will be amplified by PR and digital extensions providing supporting content. As a part of this platform, Heineken will give one lucky consumer the opportunity to tell their story and make a big arrival of their own. Additional details on the “Arrive Big” campaign will be released in late March.
