Heineken has announced that it will not be advertising on UK television next year. Citing the changing media consumption of its target market of 18 to 26-year-olds, the company has decided to concentrate on print media, including posters, as well as promotions like a roaming bar bus. It will also rely on publicity from its sponsorship of sporting events, which include rugby’s Heineken Cup and the pan European soccer series, the Champion’s League. The brewer’s beer commercials have become cultural favourites on UK television, with its claim that Heineken "refreshes the parts other beers cannot reach" recently appropriated and paraphrased by Tory leader hopeful David Davies. Ads featuring celebrities like Vanessa Feltz, Paul Daniels and Debbie McGee have also been popular. For its latest campaign, Goodfellas actor Ray Liotta was drafted in to update the beer’s image. Heineken believes its new approach will be more effective in a broadcast environment featuring multichannel and OnDemandTV, which diminish the effectiveness of broadcast ads. However, it has not ruled out a return to television in future.

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