Heineken TVC

Beer is not a typical FMCG product category. There is not too much room for us to create real product differences and that's why many beer ads play on emotional appeals. Beer is a social catalyst and this is exactly what this Heineken ad is all about. Positioned as the leading export beer in the world, the ad tries to combine such positioning with social catalyst as the category motivator. The key message is "Heineken gets parties going all over the world" and hence the tagline : 全世界 同喝釆. It's not awfully creative but the strategy is pretty clear.