Heineken has unveiled an enigmatic new strapline –  ‘Open your world’ – in the latest phase of a major multimedia advertising push.

The Dutch brewer said the tagline would “convey the brand's worldly, open-minded and confident personality”. The slogan forms part of a campaign that began online at the beginning of the year.

A film clip depicting “the ultimate party entrance” has generated almost four million hits since being posted on YouTube three weeks ago, Heineken claimed.

The campaign, dubbed ‘The Entrance’, will air globally on TV and in cinemas throughout the first quarter of 2011, backed by a further series of short films online. You can watch 'The Entrance' here.

“The film emphasizes Heineken's cosmopolitan and contemporary character, boldly refreshing its famous wit,” said senior brand director Cyril Charzat. “'The Entrance' confirms the brand's differentiation from other beers. Its world-class production values project the brand's ‘premiumness’ and exclusivity.”

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