Campaign of the Week: Heineken Ad Says There’s More Behind the Star

A new ad campaign from Heineken features sort-of-recognizable actor Benicio del Toro. The video ad shows people coming up to the star and recognizing him, but then confusing him with other popular actors. And the beer brand has used that to draw parallels to its own beer, since it has been sold around the world for nearly 150 years, but isn’t always thought of as one of the major players in the beer industry. So what do consumers think about this new ad campaign? We asked 1,000 respondents about their thoughts on different beer brands and then tested the impact of this latest ad.

heineken ad

Beer Consumers

In Ask Your Target Market’s latest online survey, 14% of respondents said they purchase or consume beer at least a few times per week. 13% buy beer a few times per month. 8% buy it a few times every three months. 10% buy it less frequently than once every three months. And 55% aren’t beer consumers at all.

Of those who do purchase beer at least on occasion, 58% have tried Heineken, making it the most popular beer brand along with Budweiser. However, just 21% of beer consumers said they purchase or consume Heineken beer regularly, while 34% drink Budweiser regularly.

Heineken Ad

Overall, 12% said they are certain or practically certain about choosing Heineken the next time they purchase beer. And 14% said it would be very probable. Of those who viewed the Heineken ad featuring Benicio del Toro, 16% said they would be certain or practically certain about choosing Heineken the next time they purchase beer. And 15% said it would be very probable.

In addition, 44% of viewers said that they were familiar with the actor in the commercial, which would likely help make the ad more effective. And of those consumers, 23% said they would be certain or practically certain about choosing Heineken for their next beer purchase. And 13% said it would be very probable.

Brand Attributes

In general, consumers tend to see Heineken as a brand that is respectable, offers good taste, is made by a trustworthy company and reflects the kind of person they are. But those who viewed the latest Heineken ad were even more likely to rate the brand highly in terms of respectability, taste and reflective of the kind of person they are.

heineken topography

Key Takeaways

The Benicio del Toro Heineken ad seemed to be effective among all beer consumers, but especially with those who were already familiar with the actor. For that reason, targeting the ad to those consumers, potentially during or before some of the star’s movies or trailers could be an effective strategy. However, even when shown to a general audience, the ad made a difference in the number of people who planned to purchase Heineken beer and of consumers’ opinions of the brand in a number of different areas. That would indicate that the humor and the general purpose of the ad could have a positive impact, even with those who don’t know the commercial’s star.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Heineken by Volker Kannacher under CC BY-ND 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on December 28-January 4 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.