Publicis Italy/LePub indicators the Heineken® marketing campaign that celebrates its a hundred and fiftieth anniversary by means 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 means of a worldwide marketing campaign centered round conviviality and the playful misspelling of its model, Heineken® embraces the assorted methods during which customers seek advice from it.
In Italy, the “Good Occasions” model types an unique partnership with MSGM, one of the outstanding vogue 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 method 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 vogue, 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 vogue photographer Brett Lloyd, who artfully captured the essence of the collaboration by means of six unique photographs and a video, showcasing his distinctive and distinctive type.
“With nice enthusiasm, we announce in the present day a brand new partnership with essentially the most progressive and established vogue model on the nationwide and worldwide scene, MSGM, to have fun the 150-year historical past of our iconic model. – declares Jan Bosselears Advertising and marketing Director Heineken® Italia – Younger Italians, particularly Gen Z, reveal an infectious ardour for clothes, type and the newest traits, remodeling vogue into an genuine and unprejudiced type of creative expression that celebrates being your self at all times past any barrier. That is why we determined to create a restricted version collectible polo collectively, to have fun our vital 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 a hundred and fiftieth anniversary displays our DNA: a recent imaginative and prescient, positivity, and lightness.”
Bruno Bertelli, World CEO LePub, World CCO Publicis Worldwide, CCO Publicis Groupe Italy, provides, “The mix of those seemingly distant worlds provides delivery to one thing surprising and culturally important. We’re happy with bringing this progressive collaboration between Heineken® and MSGM to life—the primary partnership between the model of ‘good occasions’ and one of many vogue business’s most progressive gamers. It’s no coincidence that this collaboration was born in Italy, the epitome of vogue’s highest expression.”
A restricted amount of MSGMxHeineken® vogue gadgets might be out there to the model’s neighborhood by means 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
