Heineken's Shutters initiative is spreading across Argentina, Germany, Indonesia, Italy, and Spain. The campaign aims to help more than 5,000 bars around the world survive and re-open following COVID-19 lockdowns. Shutters, delivered by Publicis Italy, won a Grand Prix and Silver Lion in the Outdoor Lions category at the Cannes Lions 2021.
The brand's global campaign invests in outdoor advertising to support and raise awareness for its on-trade partners affected by COVID-19 closures. Messages such as "See this ad today, enjoy this bar tomorrow" are posted on the facades, windows, and shutters of bars involved as they approach re-opening dates. By taking non-traditional OOH advertising routes, Shutters gained 40% more media value than other ad types.
Beer-Branded Pandemic Campaigns
Heineken's Shutters Initiative Supports the Re-Opening of Bars
Trend Themes
1. Pandemic Support Campaigns - Businesses investing in pandemic-specific campaigns to support clients are experiencing success and recognition
2. Non-traditional OOH Advertising - Companies implementing out-of-the-ordinary outdoor advertising methods are seeing increased media value and engagement
3. Partnership Advertising - Brands partnering with their on-trade partners to create advertising campaigns are being recognized for their innovation
Industry Implications
1. Alcohol/beverage Industry - Brands in the beverage industry are investing in pandemic-specific campaigns to bolster the success of on-trade partners
2. Hospitality Industry - Businesses in the hospitality industry are being supported through advertising campaigns by their on-trade partners
3. Advertising Industry - Advertising agencies creating innovative campaigns geared towards recovering industries are gaining recognition for their creativity