Heineken - Brand & Campaigns

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TV Commercial - Carnaval

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Client: Méndez & Co.

Brand: Heineken

Abstract: From these executions and other central offerings, it is clear that the global marketing team wants ‘internationalism be expressed through multi-culturalism, pluralism and a sense of homogenized brand stature that reinforces global iconicism: that the brand is as big in Puerto Rico as it is in Amsterdam, part of global language and a recognized currency.

At the local level internationalism has also been communicated to express a sense of sophistication or heritage. But this approach is more reflective of aspired lifestyle or image for the target consumer than a celebration of inter-contentedness through the brand.

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