Heineken readies H2 campaign
By Adnews Staff
A new campaign for Heineken will begin in Toronto this month to promote a new beer called H2. The beer, which comes in an aluminum bottle, will be distributed exclusively through restaurants and bars. The campaign, called "Heineken, meet you there," includes a 60-second commercial that will break in movie theatres on June 27 and on television in August. It will be backed by outdoor and print advertising, The commercial, called "Sampling," was created by Wieden & Kennedy Amsterdam as part of a global campaign for the brand. The print and outdoor campaign will be handled by the Ryan Partnership Agency of Toronto. In the days leading up to yesterday's launch of the product, Heineken conducted a teaser campaign in downtown Toronto that involved displays in the windows of five stores on Queen Street: Boomer, C-Squared, Black Market Record, Del-Phic and Heel Boy. "The new Heineken TV spots shows the effects of positive new experiences by meeting people," said Tom Vella, Heineken Ontario business development manager. "The store window displays were pivotal in communicating the non-traditional essence of the new campaign and allowed us to start unveiling our approach in a never-seen before way for beer."