New Heineken® Campaign Focuses on Heritage, Quality and Stories Behind the Star

New Heineken® Campaign Focuses on Heritage, Quality and Stories Behind the Star

Campaign Features Benicio Del Toro in three new commercials that highlight Heineken®'s taste, heritage and global appeal


WHITE PLAINS, New York, Feb. 29, 2016 /PRNewswire-HISPANIC PR WIRE/ — Today, Heineken® unveiled a new integrated global marketing campaign known as “There’s more behind the star.”  Consumers are invited to discover the authentic product stories that are the foundation of an iconic global brand.

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The new U.S. and global led program is comprised of three new TV commercials, featuring award-winning actor, Benicio Del Toro. Launching in 70+ markets globally, the campaign focuses squarely on the beer, the brand’s rich heritage and Heineken®‘s unparalleled international footprint. The humorous spots see Del Toro comparing what is behind his own ‘star’ status to specific stories behind the legendary Heineken® brand. The new commercials were created by Publicis Worldwide and filmed in a variety of locations in Barcelona. The spots will be released in both English and Spanish, alongside two additional pieces of short-form digital content.

VIDEO: “There’s More Behind the Star” TV & Digital spots:

“Consumers increasingly want to know what’s happening behind the scenes in all areas of their lives,” said Ralph Rijks, Vice President, Heineken®. “This includes their beer of choice.  Heineken® has a wealth of authentic backstories that make up its rich history and illustrate why its popularity is so enduring. Our new campaign is designed to bring these stories to life in a fresh and innovative way, using the wit we have become famous for.”

In the 142 years since its birth, Heineken® has grown from a small, Amsterdam-based operation into producers of the world’s most international premium lager. It is available in 192 countries and the Heineken® family still maintains a controlling interest. As the company has grown, the focus on quality and taste has never wavered, ensuring consistent excellence and continuity experienced all over the world. This is achieved through the craftsmanship and expertise of Heineken®‘s Master Brewers.

“The new campaign engages consumers in our brewing heritage and focuses on the quality ingredients that ensure that the great taste of Heineken® is the same around the world,” said Willem van Waesberghe, Heineken® Master Brewer, and co-star of a set of new digital commercials alongside Del Toro.  “From small beginnings to our current global footprint, one key constant is unchanged – the original Heineken® recipe. The skill and expertise of our Master Brewers means that the quality of our beer remains as high as it was on day one.”

“I couldn’t be happier having the opportunity to work with Heineken® to bring this project to life in a fun way,” said Benicio Del Toro, on his first ever role as a brand spokesperson. “Heineken® has a rich history and heritage that speaks for itself, and I’m excited to bring my talents to this global campaign.”

For more information about the “There’s more behind the star” campaign, please visit  

HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of HEINEKEN International NV, the world’s most international brewer. Key brands imported into the U.S. are Heineken®, the world’s most international beer brand, the Dos Equis Franchise, the Tecate Franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Newcastle Brown Ale, Sol, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit    

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Media Contacts

Bjorn Trowery, HEINEKEN USA
Tel:  914-681-4138/ 

Matthew Frappier, Edelman PR
Tel: 212-277-3786/

Creative Credits

Client: Heineken
Campaign Title: There’s More Behind the Star
Agency: Publicis Worldwide
Agency Location: New York/Italy

WW ECD on Heineken & CEO Publicis Italy: Bruno Bertelli
Chief Creative Officer, Publicis North America: Andy Bird
EVP, Executive Creative Director Publicis North America: Joe Johnson
Executive Creative Director Publicis Italy: Cristiana Boccassini
Executive Creative Directors Publicis Milan: Luca Cinquepalmi, Marco Venturelli
VP, Creative Director Publicis North America: Jason Gorman
VP, Associate Creative Director/s Publicis North America: Einav Jacubovich, Josh Horn, Cuanan Cronwright
Associate Creative Director Publicis Italy: Polina Zabrodskaya
SVP, Creative Services Director Publicis North America: Paul Daligan
SVP, Executive Producer Publicis North America:  Anthony Garetti
Producer Publicis Italy: Monica Rossi
Associate Producer Publicis North America: Dylan Mizner

EVP, Group Account Director Publicis North America: Kathryn Harvey
Worldwide Account Director Publicis Italy: David Pagnoni
Account Director Publicis North America: Shari Lederman
Account Executive Publicis North America: Gabriela Olave

Production Company: Reset Content 
Director: Martin Werner
Executive Producer: Jen Beitler 
Line Producer: Veronica Madrigal

Foreign Production Company: Twentyfour Seven
Executive Producer: Olga Jabal

Editorial Company: Big Sky Edit
Editor: Chris Franklin 
Executive Producer:  Cheryl Panek
Producer: Sarah Van Tassel

New Heineken® Campaign Focuses on Heritage, Quality and Stories Behind the Star