Heineken makes direct debut to raise lager profile

LONDON - Heineken is making its first foray into direct marketing with a campaign to raise the profile of its higher-strength premium variant.

The campaign was developed by Hall Moore CHI, the below-the-line venture from Clemmow Hornby Inge.

The direct drive complements the current TV ads featuring the 'Goodfellas' star Ray Liotta as the guardian of the new, stronger Heineken.

The DM offers recipients the chance to receive a free bottle of premium 5% Heineken, imported from the continent, as long as they promise to look after it.

The pack contains a bubblewrap bag to ensure they get the bottle home safely. The campaign was written by Liam Donnelly and art directed by Phil Holbrook.

Leslie Meredith, the marketing director at Heineken UK, said: "Hall Moore CHI immediately had a good understanding of our brand and this is a perfect example of delivering our new positioning to drinkers in a much more personal and involving way."

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