CLIENT OF THE WEEK: Heineken refreshes that line - Phil Rumbol had to tread in the footsteps of a brand legend, Mairi Clark hears

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.

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

way.’



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

Hovis.



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.



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