Marketing Report
Heineken and creative agency LePub launch ‘The First Ahhh’ global campaign

Heineken and creative agency LePub launch ‘The First Ahhh’ global campaign

Heineken and creative agency LePub have launched ‘The First Ahhh’, a ATL global campaign that shows Heineken’s consistent refreshment thanks to the beer’s perfectly balanced taste and premium quality

In the fast-pace of today, the brewer recognises that feeling of refreshment is more important than ever – and it is something Heineken has delivered to the world with its unique recipe for more than 150 years.

‘The First Ahhh!’ ATL highlights the ‘first sip’ feeling one gets from its perfectly balanced taste. Meanwhile, the wider global campaign showcases Heineken’s five core brewing principles to consumers, which are the secret behind the beer’s reliable high-quality, perfectly balanced taste – no matter where you are in the world.

In typical Heineken fashion, to show how much it cares about its perfectly balanced taste, the brand has been sending out its Master Brewer, Willem van Waesberghe, to measure the surfaces of bars and tables with ‘The Beer Level’ – a ‘highly scientific’ tool filled with Heineken beer designed to guarantee the perfect pint presentation!

Nabil Nasser, Global Head, Heineken: “As a brand rooted in more than 150 years of brewing heritage, our perfectly balanced, refreshing taste has become known across the world as a great beer to have with friends. ‘The First Ahhh!’ embodies that feeling at the end of the day when you can grab a beer with a group of friends. We also want to bring some fun to our credentials by creating a Giant Spirit (or Beer) Level, highlighting our dedication to the craft in true Heineken wit and style. We’re excited to bottle up that unique First Ahhh!’ feeling and share it with the world.”

The ‘First Ahhh!’ campaign launches with a global TVC directed by Alex Feil and soundtracked by a cover of the late great Nat King Cole’s ‘L.O.V.E.’, echoing the L.O.V.E. Heineken puts into its beer.

The TVC dramatizes the moment you desire the taste of a refreshing Heineken but it being just out of reach – whether after a long day at work or arriving late to a party.

The viewer is taken on a journey of anticipation for the first sip, until at the crescendo of the track, the protagonist finally experiences the ‘First Ahhh!’ moment.

Bruno Bertelli, Global CEO LePub, CCO Publicis Worldwide: “The first sip of beer is a unique experience: the pleasure, the smell, the feeling of frothiness – everything contributes to a perception of taste and enjoyment. The campaign portrays this sense of expectation and how these elements can play a role in the way we perceive taste and excitement. Creativity spins over the idea of craving, anticipation, desire and pleasure that is usually linked to the very first sip. We wanted to show how Heineken’s taste refreshes moments of effort into moments of enjoyment really turning people’s ‘agh into moments of ‘ahhh!’

The First Ahhh!” campaign launches with a 63” second TVC across 75 markets. This comes as part of a global integrated credentials campaign running throughout the year, consisting of key visuals, BTL, OOH, packaging updates, PR and social campaigns.