With the title “Share the Good,” Heineken’s new campaign sounds promising. But it’s not about Katrina relief, reducing the company’s carbon footprint or feeding hungry children.
It’s all about the beer, and sharing your Heineken with a stranger.
While the ad is visually interesting and the art direction is quite good, something isn’t quite right. It actually feels more Pepsi or Coke than it does Heineken. Maybe they should have called it, “Share a Heineken and a smile.”
You can interact with the brand at sharethegood.com, and there are tools to drive word of mouth. The tag cloud representing happy Heineken drinkers just like you is intriguing, but is so stylized it feels fake.
The biggest problem with this campaign is that it implies there’s more to it than there is. To most people, “Share the Good,” doesn’t mean “share the beer.”
Any socially conscious consumer that pays attention to the ad, then invests the time to visit the website to learn more will be let down, or even worse—they’ll leave feeling duped when they are left to ask “where’s the good?”
What do you think? Do you love it or hate it?
Comment below to weigh in.