Heineken Cheer

Social gatherings have commonly been the setting for beer advertising. In a highly competitive market, dominated by light-tasting beer, Heineken, a premium lager needed to better position itself at the party. In 1994 we decided to lighten up the brand message by adding humor and wittiness. Heineken caps happily took the role of partygoers. Talent fees were invested in great stop-motion instead. Colosal Pictures, who later played an important role in animation history ( bought by Pixar) did the painstaking animation.

The creative strategy worked for the next 25 years, making Heineken one of the most loved brands in Puerto Rico and at one point reaching a whopping 25% of general beer market share. An unprecedented high for a premium beer.

The advertising went on to win numerous awards and this TV ad became one of the most memorable in its history. The water cooler poster became one of the first viral pieces of advertising. Giving the team plenty of reasons to cheer.