Heineken Gets Personal with Online Campaign

Awhile ago, I wanted to purchase some custom Converse shoes. Y’know, how on their website, they let you design your own? I’m all sorts of Canadian, so I was turned away upon checking out. I’ve been ensaddened ever since. In fact, it isn’t the first time my online shopping experience has been stifled by my nationality.

But lo! Now I can drown my sorrows!

Taking a page from Converse and throwing iconic brand visibility to the wind, Heineken has begun a bizarre online campaign  that allows you to ditch the green bottle and design your own, for a truly… uh… custom drinking experience? That seems weird to say. The idea comes from ad agency AKQA, who have also developed digital campaigns for Nike, Visa and McDonald’s, so I guess we’ll give them the benefit of the doubt.

In any case, the site lets you choose a template, which you can adorn with your own image and message about… I dunno, how much Heineken rocks, or something. At $38, it’s going to be the most expensive six-pack you’ve ever purchased. But it’ll be your six-pack.

Actually, I’m kind of interested in the fact they chose to call it ‘Your Heineken’. See, that makes far more sense to me than websites that use ‘My’. Like, when I log onto, say, like, Yahoo (I dunno if they do this anymore, because nobody visits Yahoo) and there’s a tab that reads ‘My Yahoo’, I’m thinking, well, no, it’s not YOUR Yahoo, Yahoo, it’s mine. Is this making sense? I’m gonna stop now. Go buy some beer.

[Via Fast Company]

Written by Ty Dunitz

Ty is an illustrator who stays up too late, and has to wear glasses. You can follow him on Twitter if you want to (@glitchritual), but he's just gonna throw your stupid PR crap in the garbage, so don't email him.

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