As part of the beer brand's larger 'Open Your World' campaign, the Heineken 'The Switch' ad demonstrates just how drinking a great beer can transform everything around you.
In the spot, which was developed by Wieden + Kennedy, three guys in formal wear arrive at a dingy, dark and empty bar. When the bartender pours them a glass of Heineken, their surroundings start to change, turning into a classy and stylish environment complete with an aquarium in the walls. The bartender is suddenly dressed in a tuxedo and the piano player is flipped underground to reveal a stage with a troupe of singing ladies.
The YouTube description for this ad -- "the perfect beer calls for the perfect bar" -- is right on the money. Watch the video to see the incredible transformation and to hear the awesome, foot-tapping number performed by Clairy Browne & The Bangin’ Rackettes.
Bar-Transforming Brews
Heineken 'The Switch' Ad Shows How Its Beer Can Change Everything
Trend Themes
1. Personalized Drinking Experiences - Disruptive innovation opportunity: Creating immersive and transformative environments to enhance the consumer experience of drinking.
2. Brand Storytelling Through Transformation - Disruptive innovation opportunity: Using transformation as a storytelling tool to capture consumer attention and create an emotional connection with the brand.
3. Multisensory Marketing - Disruptive innovation opportunity: Incorporating elements of sight, sound, and touch to create a memorable and engaging drinking experience.
Industry Implications
1. Hospitality - Disruptive innovation opportunity: Redefining the bar experience by offering personalized, transformative, and multisensory environments.
2. Marketing and Advertising - Disruptive innovation opportunity: Leveraging transformation as a creative strategy to convey a brand's message and generate consumer interest.
3. Food and Beverage - Disruptive innovation opportunity: Exploring new ways to enhance the consumer drinking experience through immersive and tailored environments.