There’s More Behind the Star

Campaign features Benicio Del Toro in three new commercials that highlight Heineken's taste, heritage and global appeal.

The Luxonomist. 15/03/2016

Heineken unveiled a new integrated global marketing campaign known as «There’s more behind the star.» Consumers are invited to discover the authentic product stories that are the foundation of an iconic global brand. The new U.S. and global led program is comprised of three new TV commercials, featuring award-winning actor, Benicio Del Toro. Launching in 70+ markets globally, the campaign focuses squarely on the beer, the brand’s rich heritage and Heineken’s unparalleled international footprint.

Del Toro 1
Heineken and Benicio Del Toro.

The humorous spots see Del Torocomparing what is behind his own ‘star’ status to specific stories behind the legendary Heineken brand. The new commercials were created by Publicis Worldwide and filmed in a variety of locations in Barcelona. The spots will be released in both English and Spanish, alongside two additional pieces of short-form digital content.

«Consumers increasingly want to know what’s happening behind the scenes in all areas of their lives,» said Ralph Rijks, Vice President, Heineken. «This includes their beer of choice.  Heineken has a wealth of authentic backstories that make up its rich history and illustrate why its popularity is so enduring. Our new campaign is designed to bring these stories to life in a fresh and innovative way, using the wit we have become famous for.»

Del Toro 2
Heineken and Benicio Del Toro.

In the 142 years since its birth, Heineken has grown from a small, Amsterdam-based operation into producers of the world’s most international premium lager. It is available in 192 countries and the Heineken family still maintains a controlling interest.

Del Toro 2
Benicio Del Toro.

As the company has grown, the focus on quality and taste has never wavered, ensuring consistent excellence and continuity experienced all over the world. This is achieved through the craftsmanship and expertise of Heineken’s Master Brewers.

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