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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Heineken enlists David Coulthard to woo millennial drinkers

Heineken is looking to woo millennials with a global campaign that has injected some fun into its marketing.

Part of a new strategy, the campaign comprises three new hero TV commercials that will individually focus on Heineken's sports sponsorships: Uefa Champions League, Formula 1 (F1) and the Rugby World Cup.

The launch ad, 'Perfect Man', is set in a Monte Carlo ballroom, at a F1 after party, and it couldn't get more glitzy if it tried.

Using F1 as a motif throughout, Heneiken aims to encourage their consumers to look at life less seriously and with a fresh perspective.

Beneath the painted ceilings and crystal chandeliers, a band racers decked out in full gear – including helmets – perform for the glamorous congregation. Meanwhile, our 'Perfect Man' David Coulthard is in pole position as he circuits the party with as much grace as he exercises on track (with thanks for his trusty pit crew out back.)

F1 'Perfect Man' will be the first to launch, and will coincide with the F1's Heineken-sponsored tournament in Italy.

It will feature across digital before rolling out in other markets.

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