Heineken: Celebrate Whatever You Call Us, 2

Heineken is celebrating its 150th birthday around the world in 2023. To mark the milestone down under, the brand is encouraging Aussies to “Celebrate Whatever You Call Us” in a local campaign that taps into the nation’s existing love and creative knack for conjuring up beer – or unofficial Heineken – nicknames. The intention is to place Heineken at the centre of Australian “beernacular” – ritualistic conversations that are already brewed into local beer culture – while showcasing the open-mindedness of the brand, and how its purpose of sparking true connections over a beer is more important than what Aussies call Heineken. The Australian Top Spin developed by Saatchi & Saatchi Australia is part of a bigger campaign developed by LePub (both agencies part of the Publicis Groupe). It encourages Aussies to invite their mates along for a Heineken, by sharing their best versions of beer nicknames. The primary incentive for engagement is the chance to have their beer nickname appear in Heineken’s national campaign, on digital billboards or beer taps in select hospitality venues across the country. To prompt consumer engagement, the local creative features beer nicknames like Heiny, Brewski, William Shakesbeer, Brew Jackman, and many more as examples of Aussie “beernacular”. In one of the campaign’s hero pieces of local content, Heineken has also enlisted the help of Australia’s good-time-loving honey badger, eight-time F1 Grand Prix Winner and racing driver, Daniel Ricciardo, to get Aussies’ creative juices flowing. In it, Ricciardo riffs multiple beer nickname invites using a play on words between beer and iconic landmarks or personalities, including Mt. Frothiuszko, Steve Brewscemi, and even one for himself: Daniel Beerciardo.