Friday, May 22, 2009

Heineken Does It a Little Better This Time

Remember Heineken's "Share the Good" campaign? You don't? That's because they let it die very quickly. Why did they let it die so quickly? Because it was stupid. Because it sucked. Because they couldn't decide what it meant. Were we being asked to share a Heineken or clean up a park in a bad part of town? It was trying so hard and failing. It wanted to be a religion in the way Liberty Mutual wants you to pick up trash and save strangers from getting run over by cars.

So the geniuses at Heineken asked themselves, "What are we selling?"

Someone in the room replied, "Beer!"

To which a creative director said, "No, more than that."

The same person said, "Heineken t-shirts? Merchandise?"

"Get out!" screamed the creative director.

An intern timidly offered, "An experience? A relationship with the brand?"

"Yes!" said the creative director, "But more than that! What kind of an experience? What kind of relationship?" He walked to her side of the table and got in her face, imploring the young intern to give him the answer he wanted.

"A drunken experience? A night you can't remember?" She hoped her answer was the one he was looking for.

"Exactly!" he shouted as he spun around, pointing to the intern as the rest of the creative team gave her dirty looks.

"We're selling getting drunk! We're selling a good time! Now why on earth would we do anything else in the 'do gooder' category other than 'Don't drink and drive'?"

The team looked thoughtful and pretended to write notes.

"Which one of you clowns came up with 'Share the Good'?" he scanned the room.

"I did," said a thirty-something woman in black glasses, "And you thought it was awesome."

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