Heineken launches new campaign

Heineken UK is launching a major new marketing campaign for 2007, as it hopes to build on the 24% volume growth the brand achieved during 2006.

The campaign will be supported by a return to TV along with a series of “exciting, experiential events”.
Heineken says it is “targeting successful, well travelled, male urbanites who are willing to pay more for better drinking experiences and who typically spend 15% more on drinks than average drinkers.”

This shows that across all industries, new marketing iniatives are being invented to keep up to pace with new audiences.