Heineken unveils Hispanic effort


Heineken USA announced the launch of a new Hispanic campaign for the Heineken Brand Equity, which extends the reach of its overarching marketing platform — "Give Yourself a Good Name" — in the Hispanic market. The campaign will showcase ways in which consumers "give themselves a good name" or "show who you are and what you’re made of" through a relevant adaptation for the Hispanic marketplace, "Demuestra Quien Eres." "Demuestra Quien Eres" will be the overarching platform for all marketing initiatives for both Heineken Lager and Heineken Light for the Hispanic market.

"Demuestra Quien Eres emotionally connects the values of our consumer and the values of the Heineken Brand Equity," said Marime Riancho, Senior Brand Director, Heineken USA. "Our Hispanic consumer is driven to be a source of inspiration for those around him. He has the desire and ability to be great, and he showcases that greatness by the brands he chooses and the choices he makes. Heineken is a brand that ‘shows who you are’ reinforced by 146 years of brewing excellence and a family-driven mentality to be the best. This new campaign aims to relevantly and further establish that position among our Hispanic consumers."

Created by Heineken Equity Hispanic AOR The Vidal Partnership, the campaign will kick off with a series of three television spots featuring respected Cuban actor Nestor Carbonell. Each commercial will leverage Carbonell’s natural confidence and authenticity as he delivers clever, insightful and metaphor-driven words of wisdom to the Hispanic audience such as "Tu eres un trovador y este es tu instrumento," (You are a troubadour and this is your instrument.), with the bottle of Heineken acting as a metaphor.

The first wave of Hispanic ads featuring Carbonell will debut mid-March. They will be followed by a light-hearted series of Heineken and Heineken Light Spanish-language spots which highlight everyday beer situations and show how people can apply the "Demuestra Quien Eres" viewpoint to make a positive impact on themselves and those around them.

A full 360 degree campaign, the Spanish-language broadcast creative executions will be accompanied by media, print, OOH, promotions, on- and off- premise activation, PR and digital. Heineken Light will be fully integrated into the new platform to help achieve greater impact.