Asian night clubs, beer, sword-fighting, and the color green are not what people would typically refer to as romantic or associate with Valentine’s Day. However, this year Heineken has decided to market its product unconventionally by creating a campaign based on Valentine’s Day.
Heineken’s Serenade campaign has videos of a man and woman on a first date, running and dancing through an Asian night-club with jazz music. The man on the date is charming and wows the woman with his skills of swordsmanship, popularity and dancing. At the end of the video, the man and the woman both drink a Heineken and the phrase “open your world” pops on the screen. The video gives the impression that Valentine’s Day can be enjoyed by both sexes in far more exciting ways than the typical flowers and chocolates. Heineken rebrands itself as a more adventurous way to enjoy the holiday and for couples to open themselves up to new possibilities, while remaining appealing to both women and men alike.
Another aspect of Heineken’s Valentine’s Day campaign is the Facebook app which creates a personalized video for users to ask a friend out on a date through a song. This service promotes Heineken as a matchmaker of sorts. While the videos satisfy the users’ needs of asking out their romantic interests, they also give Heineken greater exposure. As Facebook users see the videos on their friends’ profiles, they will notice that Heineken created the video. The more that people see the advertisements, the more likely they will think of Heineken the next time they purchase beer.
Heineken has certainly taken an unconventional approach to marketing itself during the Valentine’s Day season. Unlike other companies sticking to the traditional concepts of love and romance, Heineken has chosen to use the holiday as a chance to market itself as an adventurous matchmaker. If the campaign proves to be a success, it is possible that we will see many more companies choosing to taking this unique approach to marketing their products in future Valentine’s Day seasons.
-Ashley Oliver, Molly Jacques, Hunter Wilson, and Josh Vester