.png)
.webp)
Heineken
Note: Some slogans were used simultaneously in different markets or for different product lines (like Amstel Light), which explains certain overlapping time frames.
1960s
In the 1960s, the ad agency MacManus, John & Adams purchased quarter—and half-page ads in The New Yorker for their beer. They used this beer slogan to showcase the refreshing quality of Heineken. The brand positioned these ads to sophisticated consumers via upscale publications.
1970s-1990s
For this campaign, Heineken’s TV spots pictured a beer bottle with the tagline “America’s No. 1-selling imported beer.” The simple campaign ran for 15 years with subtle variations. By 1979, Heineken accounted for 41% of all imported beer sales in America.
1973-2005
This slogan was written by Terry Lovelock in 1973 as a copywriter at Collett Dickenson Pearce. It became one of the most famous ad campaigns of the 20th century. The British TV campaign ran for over 30 years (ending in 2005). It was featured in countless commercials in humorous settings. In the early 1990s, Prince Charles took inspiration from the slogan. He pronounced in a book on watercolours that “painting transports me into another dimension which, quite literally, refreshes parts of the soul which other activities can’t reach”.
1980s
In the early 1980s, Heineken introduced Amstel Light. They positioned it as a premium imported light beer targeted to women, with the slogan, “95 calories never tasted so good”. Though the demand for light beer was “light,” no pun intended, it did well in the booming American light beer market.
1988
In 1988, Heineken introduced the tagline “When you’re done kidding around, Heineken” to position the beer against the growing popularity of craft beers. This slogan positioned Heieken as a mature choice for young drinkers.
2000s
This catchphrase, at the end of one of Heineken’s famous commercials of the 2000s, was: “It’s all about the beer.” This slogan refocused on Heineken’s quality and craftsmanship during a period of cutthroat competition.
2011-2018
Heineken’s ‘Open Your World’ tagline has been around since 2011. The campaign won two Cannes Lions awards. But the slogan supposedly didn’t work so well with the Millennial generation, as young people thought the phrase pressured them too much.
2018-2024
This campaign twisted a cliché, with every creative ending with ‘That’s Heineken.’
2024-Present
Heineken and creative agency LePub launched ‘The First Ahhh,’ an ATL global campaign that showed Heineken’s consistent refreshment. The campaign focused on beer’s perfectly balanced taste and premium quality. ‘The First Ahhh!’ran worldwide in 2024 with a series of activations intended to drive awareness for the brand’s premium quality credentials.
.webp)
.webp)
.webp)