Dropping the world-famous slogan, ’Heineken refreshes the parts
other beers cannot reach’, was not a decision that Phil Rumbol, the
lager brand’s marketing manager, took lightly.
’It was time for a change,’ he explains. ’The previous campaign was
ideal for the market, but the market is changing. The new campaign
offers an insight into life, but had to be done in a quite reverential
The pounds 10 million campaign, which broke this week, carries the
strapline, ’How Heineken. How refreshing’, and ends the 24-year reign of
the ’refreshes the parts’ strapline and a year-long absence from TV.
This campaign, through Lowe Howard-Spink, is the first commissioned work
from Rumbol for the main Heineken brand. The 31-year-old has been at
Whitbread for only two years after joining from Kraft Jacob Suchard. At
the time of his arrival, Lowes’ Heineken Export films were trumpeting
the beer as the ’world’s favourite export’.
In Rumbol’s five years at Kraft, he was assistant product manager on
Maxwell House and Philadelphia as well as group product manager on
chocolate brands such as Dime and Toblerone. It was on Philadelphia and
Dime that he worked with Mel Smith and Harry Enfield. ’I found both
those brands exciting to work on, as it gave me the opportunity to work
with some of the best comedy directors,’ Rumbol says.
Rumbol made his career choice as a student at Brunel University while on
work experience at Sara Lee Personal Care. ’I was studying mathematical
and management studies, but when I went to work in the marketing
department at Sara Lee, I decided it was the career for me,’ he says.
After university, he joined RHM Foods as assistant product manager on
Heineken’s illustrious brand heritage drew Rumbol to join Whitbread.
’It’s such a great brand and has such a huge scale to it. Heineken is
one of the legends of UK advertising and working on the new campaign was
incredibly challenging,’ he says.