According to Tara Carraro, senior director of corporate communications at Heineken USA, PR and advertising efforts around its in-home draught product BeerTender were closely aligned through:
• Full collaboration with the marketing/advertising teams in terms of the strategy, messaging and timing.
• Mimicking the “at home” experience by demonstrating the product to journalists via one-on-one desk-side meetings.
• Clearly promoting the idea of the connoisseurship involved in using BeerTender during all media sessions—a message that resonates in the advertising.
And the actual ad? Created by ad agency Wieden & Kennedy, the spot features two guys on a suburban tour of home bars—a surprising underground view of the best spots in the neighborhood. Each location is different, but they all have one thing in common—guests enjoying perfectly poured ice-cold Heineken from their BeerTenders. Read more.