BFY Opps: Heineken Silver launches first campaign

Sales Lead: Heineken recently rolled out a new US campaign that highlights the superior taste of Heineken Silver (HS).

• Made by BBH, "All the Taste, No Bitter Endings" launched across TV, OOH, digital, and social and involves experiential activations via partnerships with Coachella and Formula 1.
• Heineken will reportedly spend over $100m on marketing HS, which has low calories and carbs.
• The brand will likely:
  • Pursue additional experiential opportunities
  • Keep increasing digital spend
  • Continue launching work
  • Seek new agency partners
• Target demographic: 
  • Gen-Z and millennials
  • Silver is low-calorie and low-carb, meaning it appeals to better-for-you (BFY) audiences.
  • Heineken's national TV commercials target both English- and Spanish-speaking audiences.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since making its first foray into digital ads earlier in 2023, HS has spent roughly $33k on ads.
  • YTD data: So far this year, the new lager brand has earned approximately 3.8m digital impressions, 85% via Instagram ads and 15% via YouTube ads.

Additional agency insights:

• Opportunity: Parent company Heineken is still vulnerable to review, so get in touch soon to remain top-of-mind.
• Current agency roster:
  • ​​​​​​​BBH: Creative agency partner

Insight Sources: Digital spend insights estimated by Pathmatics.

View the full roster and recent spend for parent company Heineken here.