Convey that Heineken and its drinker is 'all about the beer'. Television is mandatory to fulfill the reach/frequency goals for Heineken (80% reach at a 8x frequency).

Using :15 TV spots successfully increased media efficiency. Frequency increased 12% in the media buy when spots ran and stretched the media buy by two weeks over the year. Overall, sales of Heineken in 2003 rose 6%, which outperformed the beer category as a whole. U.S. beer sales were flat.

This spot was created to feel like reality TV, watching the behaviour of people trying to buy beer and demonstrating that the Heineken drinker was smarter than his domestic beer drinking counterpart. The spot primarily ran during sports, music and reality TV shows demonstrating Heineken's understanding of popular culture.

Because this concept is so specific to reality TV, we feel this is the best medium in which to convey this idea.

A leader among beer brands, the Heineken consumer expects the brand to entertain but avoid the clichés of scantily clad women and parties. Using the fascination with reality TV as a device, Heineken made a series of vignettes of the realities of convenience store customers. As the Heineken drinker considers himself/herself to be more intelligent than the average beer drinker, the creative needed to support that while leveraging the fascination with reality TV.