The multi-million pound burst of advertising will see the UK debut of Heineken’s Dutch advertisement, Walk in Fridge.
The 30-second ad will be screened from mid-August and run until mid-September. It contrasts a group of women’s excitement for a walk-in wardrobe with men’s delight with a giant beer fridge.
Heineken UK estimates that 70% of the brand’s 25-34 male target market will have the opportunity to see the advertisement more than four times in the five weeks the ad is on TV.
It will also be shown in selected cinemas over a 12- week period, on Video on Demand over a period of 19 weeks and will be supported by a digital outdoor campaign in London in addition to further digital and experiential marketing activity.