WHITE PLAINS, N.Y. — Heineken USA announced
today 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 Spanish-language
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 360
degree 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.