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How do you enter a new market
where the competition owns over 90% of the market share?
You bring out your MVP.
With basketball being in the DNA of every Filipino,
and main competitor San Miguel Beer even owning a pro basketball team,
introducing Heineken with an international basketball star made perfect sense.
NBA star Jordan Clarkson
The personification of Heineken’s world-class quality.
With Filipino roots to boot.
Along with the films came an always-on social campaign
that highlighted Heineken’s tongue-in-cheek personality
as it leveraged pop culture and social events to promote the beer.
A stark contrast to the competition’s gravitas-filled communications.
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