There are few sensations in life that you can always rely on to provide gratification. The cold side of the pillow. The sun on your face. The first sip of a cold beer. That’s why Heineken® today launches its global integrated campaign ‘Ahhh, That’s Refreshing!’ in Ireland – capturing the iconic and refreshing ‘first sip’ feeling you get from a crisp, pint of Heineken®.
In the fast-pace of today, the brewer recognises that moments of refreshment are more important than ever – and it is something Heineken® has delivered to the world with its unique recipe for more than 150 years.
The ‘Ahhh, That’s Refreshing!’ ATL highlights the satisfaction of that ‘first sip’ feeling you get when you order a pint of Heineken in any bar or hospitality venue across Ireland. Meanwhile, the wider campaign showcases Heineken®’s five core brewing principles to consumers, which are the secret behind the beer’s reliable high-quality, unrivalled taste – no matter where you are in the world. These principles include Heineken®’s famous A-yeast, quality Pure Malt, 100% natural ingredients, a horizontal brewing method and its verified ‘Star Brewers’ title, which takes 10 years to attain.
Mark Noble, Marketing Manager, Heineken® Brand, says: “As a brand rooted in more than 150 years of brewing heritage and quality socialising, our refreshing taste is unrivalled across the world as a great beer to have with friends. ‘Ahhh, That’s Refreshing!’ 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 memorable On and Off Trade activations and 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 consumers across Ireland.”
The ‘Ahhh, That’s Refreshing!’ campaign launches today 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 it 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 ‘Ahhh, That’s Refreshing!’ moment.
Ger Roe, Board Creative Director & Board Director, Publicis Dublin, says: “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!’”
PJ Tierney, Master Brewer at Heineken® says: “It’s easy to take for granted the refreshment and uniquely balanced taste a Heineken® always provides – as it is so consistent wherever in the world you enjoy it. However, there is a true science behind the sip, driven by our Five-Star Brewing Principles, including Heineken®’s famous A-yeast, quality Pure Malt, 100% natural ingredients, a horizontal brewing method and our verified Star Brewers, a title that takes a decade to attain - that provide you with the ‘Ahhh, That’s Refreshing!’ feeling”.
