Heineken drives brand equity with new commercial
By By Princewill Ekwujuru
Insight Publicis, creators of the Heineken Villager campaign said it has gained more brand equity and increased the beers market share following the launch of a new commercial- Villager.
The 58 seconds commercial featured Jidenna Mobisson, the Nigerian born international act. The commercial is the brand’s first glocalized commercial and first Nigerian campaign.
The company said in a statement that it is in the process of rolling out the same commercial in 15 other African markets where it has presence.
Heineken had wanted a commercial to recruit and retain younger drinkers between ages 18-24 and regain five percent of the lapsed drinkers that represent the 25-34 age group after recording declining sales last year. But all these were to be done within the brand’s global thematic parameter of Internationality, Tradition and its Natural Ingredients.
Speaking on the new commercial, Sinmisola Hughes-Obisesan, Insight Publicis’ Creative Director, said: “Insight Publicis was tasked with creating a locally relevant thematic campaign for the Heineken brand. We dug deep to search for insights that would resonate and in execution, topped it off with Heineken style wit blended with classic Naija-isms. ”
“But more importantly, the ad was supposed to highlight the parallels between the world’s most international brand – Heineken and Nigerians”.