I recently watched a Heineken advertisement campaign on YouTube that uses the slogan, Heineken, Go places. The ad aims to emphasize on the company culture and uniqueness to its prospective employees ( Sanchez, & Alley, 2016) . The expert advertiser takes the viewer a list of option to choose between the Heineken brand and tiger brand. He uses examples in life to have an interactive and emotional connection to the viewer. The advert showcases a group of Heineken real employees enjoying the product and showcases personalized results which connect the user to the product. The advert tries to change the negative attitude towards taking Heineken by showing how the product makes the user to different places and has fantastic choices. The marketer presents the audience with questions that require personalized decisions. He starts by asking if one would prefer to the world’s most famous as the Heineken product or have strong roots like the other tiger brand. The advert chooses the Heineken brand because it is the world’s most recognized brand with strong roots and over 250 brands in over seventy countries worldwide.
The advertisement uses persuasive techniques to convince the audience that the Heineken brand is the best choice, and it enhances the image and perceptions of the brand. The advertisement goal is to persuade the consumer to switch to the Heineken brand, try it, or remain loyal to the brand. The ad has an emotional appeal to the audience, connects them to the benefits of the product and its features. The advert relates to real-life choices that give the audience a dilemma when choosing. The options trigger the customer’s attitude, interests, beliefs, fears, insecurities, and behaviors.
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In conclusion, the advert is meant to emphasize and improve the company image and its uniqueness to the public. A combination of emotional connection and persuasive techniques to the audience is used to promote the Heineken brand. It persuades the consumers to keep using the brand, attract new ones and always chose the brand when they have a list of options. The brand is presented to be the world’s most famous that has best roots and life choice experiences that are interesting to the audience.
References
Sanchez, C. A., & Alley, Z. M. (2016). Advertising effectiveness and attitude change vary as a function of working memory capacity. Applied Cognitive Psychology , 30 (6), 1093-1099.
Fisher, R. J. (2012). The social psychology of intergroup and international conflict resolution . Springer Science & Business Media.
