{"id":472,"date":"2024-08-29T15:41:44","date_gmt":"2024-08-29T15:41:44","guid":{"rendered":"http:\/\/ispot-local.local\/?p=472"},"modified":"2025-06-02T08:22:45","modified_gmt":"2025-06-02T15:22:45","slug":"creative-outcomes-connecting-over-a-cold-one-the-success-of-forgotten-beers-by-heineken","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/creative-outcomes-connecting-over-a-cold-one-the-success-of-forgotten-beers-by-heineken\/","title":{"rendered":"Creative Outcomes | Connecting Over a Cold One: The Success of \u2018Forgotten Beers\u2019 by Heineken"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Heineken&#8217;s latest ad campaign, launched for International Beer Day, shines a spotlight on &#8216;forgotten beers&#8217; at various social gatherings, blending humor with a poignant message about human connection, set against the evocative strains of Claude Debussy\u2019s \u201cClaire de Lune.\u201d<\/p>\n\n\n\n<p>Underpinning this campaign is a profound insight drawn from a 2023 study on global social connections, which revealed that many experience feelings of loneliness. By addressing this issue through a lighthearted yet meaningful lens, Heineken not only reinforces its brand identity as a facilitator of togetherness but also relatably reflects the emotional realities of its audience.<\/p>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Here\u2019s what iSpot\u2019s Creative Assessment platform revealed on actual viewer response to the campaign.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28083211\/iSpot-Heineken-Creative-Spotlight-Template-v2.png\" alt=\"\"\/><\/figure><\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>The Details:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Although no more Informative than the average beer ad, American beer drinkers focused on the message of &#8220;Forgotten Beers&#8221; as intended, with the creative earning above-norm response across all other performance metrics:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>86% attributed the messaging to\u00a0Heineken\u00a0(well above the category norm of 69%), and the ad stood out most for its Relevance and the Desire and thirst for a beer that it prompted.<br \/><br \/><\/li>\n\n\n\n<li>With above-norm response among male beer drinkers and at- to above-norm reactions from female beer drinkers, &#8220;Forgotten Beers&#8221; sparked a purchase intent rate of 62% (+6 pts).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28083214\/iSpot-Heineken-v1-01.png\" alt=\"\"\/><\/figure><\/div>\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The :55 spot appealed across all manner of beer drinkers while also turning in norm performance among imbibers of wine and spirits\/cocktails:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28083215\/iSpot-Heineken-v1-02.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28083216\/iSpot-Heineken-v1-03.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Second-by-second trace reflects sustained engagement among beer drinkers (ours is a non-skippable testing environment), indicative of the interesting and relatable narrative:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>However, relatively flat engagement (even if high) can also signal opportunity for shorter forms to continue the momentum of the campaign at a more modest budget.<br \/><br \/><\/li>\n\n\n\n<li>Comments from beer drinkers point to the ad&#8217;s ability to remind the audience of the true source of enjoyment when having a beer (mirroring the objective and spirit of the ad); however, a few felt scenes of leaving a drink unattended were inappropriate<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28083216\/iSpot-Heineken-v1-04.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Beer drinkers on &#8220;Forgotten Beers&#8221; :55<\/strong><\/p>\n\n\n\n<p><strong>\u201cIt&#8217;s not telling you anything about the product specifically because it is a known brand. So instead, it&#8217;s using sense memory to remind you of why you may want one in the future. It&#8217;s relatable showing every sort of environment and the music keeps your attention with the flow of the video. Taps into nostalgia and I enjoyed watching it.\u201d<\/strong><br \/><em>Female 21-35<\/em><\/p>\n\n\n\n<p><strong>\u201cThe ad was very appealing to me because Heineken is a product that I enjoy. The contrast between the music and what was happening was very interesting.\u201d<\/strong><br \/><em>Male 21-35<\/em><\/p>\n\n\n\n<p><strong>\u201cIt is a heartfelt message. It&#8217;s not just about the beer. It&#8217;s about connecting with others over a beer.\u201d<\/strong><br \/><em>Female 50+<\/em><\/p>\n\n\n\n<p><strong>\u201cIt was way too long and drawn out. If I didn&#8217;t have to watch the whole thing I would&#8217;ve turned the channel or clicked off of it. It all depends on what platform I was on when viewing it.\u201d<\/strong><br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p><strong>\u201cIt was a good ad. I did think about the danger of unattended drinks in public places after watching it.\u201d<\/strong><br \/><em>Female 50+<\/em><\/p>\n\n\n\n<p><strong>\u201cMakes you think of good times with friends whether it&#8217;s BBQs, bonfires, or just hanging out\u201d<\/strong><br \/><em>Male 21-35<\/em><\/p>\n\n\n\n<p><strong>\u201cIt is true the best part isn&#8217;t the beer itself. It is part of it though.\u201d<\/strong><br \/><em>Female 50+<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Some of the best received ads in the beer category over the 90 days ending 8\/7\/2024 attached themselves to sports (Corona Premier\/U.S. Open and Michelob Ultra\/partnering with Williams F1 Racing) while Pacifico delivered a more typical bonding with friends in fun:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Only the Corona Premier spot which focused on the low carb, low calorie product itself, drove notably higher intent vs. &#8220;Forgotten Beers.&#8221;<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28083217\/iSpot-Heineken-v1-05.png\" alt=\"\"\/><\/figure><\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28083219\/iSpot-Heineken-v1-06.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Compared to other longer-form (:45+) beer ads over the past year, &#8220;Forgotten Beers&#8221; trailed just the surprising &#8220;Directors Cut&#8221; St. Patrick&#8217;s Day creative from Guinness (featuring Jason Momoa) in sparking intent among beer drinkers:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28083220\/iSpot-Heineken-v1-07.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/28083221\/iSpot-Heineken-v1-08.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.&nbsp;<\/p>\n\n\n\n<p>Advertisers need to identify the creative that will drive business outcomes and ensure that in-market execution aligns against the highest potential ads.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ispot.tv\/demo\">Schedule a demo <\/a>to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve\u2014and outperform\u2014campaign objectives.<\/p>\n\n\n\n<p style=\"font-size:12px;\"><i>Creative Agency: LePub<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Heineken&#8217;s latest ad campaign, launched for International Beer Day, shines a spotlight on &#8216;forgotten beers&#8217; at various social gatherings, blending humor with a poignant message about human connection, set against the evocative strains of Claude Debussy\u2019s \u201cClaire de Lune.\u201d Underpinning this campaign is a profound insight drawn from a 2023 study on global social connections,&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":23524,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[500,497],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/472"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=472"}],"version-history":[{"count":3,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/472\/revisions"}],"predecessor-version":[{"id":23765,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/472\/revisions\/23765"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/23524"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=472"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=472"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=472"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=472"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}