Publicis Italy/LePub indicators the Heineken® marketing campaign that celebrates its one hundred and fiftieth anniversary by way of a collaboration between the world’s most worldwide beer model and the style home MSGM.
Milan – July eleventh, 2023 – Heineken® celebrates its 150 years by honoring the passions of its loyal prospects worldwide. By way of a world marketing campaign centered round conviviality and the playful misspelling of its model, Heineken® embraces the varied methods by which customers seek advice from it.
In Italy, the “Good Instances” model varieties an unique partnership with MSGM, one of the crucial outstanding style manufacturers of the Italian panorama, leading to a limited-edition capsule assortment consisting of 150 items. This collaboration permits Heineken® to tangibly have fun its declare of “150 years of fine occasions, a technique or one other.” The spotlight of this partnership is a inventive interpretation within the type of a jersey polo shirt, bearing the signature MSGMxHeineken®. It humorously captures the distinctive pronunciation with which tens of millions of Italian customers name the model: “Ainechen.”
This merging of two worlds—beer, synonym of conviviality, and style, a selected language of self-expression—takes form in a marketing campaign ideated and developed by the inventive company Publicis Italy/LePub. The marketing campaign was shot by the famend style photographer Brett Lloyd, who artfully captured the essence of the collaboration by way of six unique pictures and a video, showcasing his distinctive and distinctive type.
“With nice enthusiasm, we announce right now a brand new partnership with probably the most revolutionary and established style model on the nationwide and worldwide scene, MSGM, to have fun the 150-year historical past of our iconic model. – declares Jan Bosselears Advertising Director Heineken® Italia – Younger Italians, particularly Gen Z, reveal an infectious ardour for clothes, type and the newest traits, reworking style into an genuine and unprejudiced type of inventive expression that celebrates being your self at all times past any barrier. For this reason we determined to create a restricted version collectible polo collectively, to have fun our essential milestone and our customers by giving a powerful message of inclusiveness”.
“We’re extremely proud to contribute with our creativity and Made in Italy experience to such a momentous celebration,” says Massimo Giorgetti, Inventive Director of MSGM. “The polo shirt created for Heineken®’s one hundred and fiftieth anniversary displays our DNA: a recent imaginative and prescient, positivity, and lightness.”
Bruno Bertelli, International CEO LePub, International CCO Publicis Worldwide, CCO Publicis Groupe Italy, provides, “The mix of those seemingly distant worlds provides beginning to one thing sudden and culturally important. We’re happy with bringing this revolutionary collaboration between Heineken® and MSGM to life—the primary partnership between the model of ‘good occasions’ and one of many style business’s most revolutionary gamers. It’s no coincidence that this collaboration was born in Italy, the epitome of style’s highest expression.”
A restricted amount of MSGMxHeineken® style gadgets might be out there to the model’s neighborhood by way of a drop on Heineken®’s social media channels, ranging from July seventeenth, 2023.
Watch the movies right here:
60”: https://www.youtube.com/watch?v=Y6gJeu7eTkw
15”: https://www.youtube.com/watch?v=xLxXHeFbUq4
