When it comes to beer commercials, they tend to be geared towards the young male audience. Often this involves some sort of fantasy party experience or based on an inside joke like the “What’s Up?” campaign for Budweiser.
While watching TV the other day, I see a woman showing her friends her walk in closet at what appears to be a housewarming party. Suddenly, they scream in excitement about the size or the design of the closet. For a split second, you think this might be some sort of closet design commercial. Without warning, there is another closet parallel to the woman (wife I assume), and there is a man (presumably the husband) with his friends and they scream with excitement just like the girls because the closet is like a beer cellar full of Heineken beer bottles.
Heineken took their advertising to the next level and found a creative way to stand out from their competitors. Heineken is a premium beer and they found a way to tap into their high income targeted audience by using the fancy walk in closets.
I do not know how Heineken is measuring their success with this campaign, but one thing is certain. They have found a way to grab attention by showing what appears to be a female-geared commercial and without warning, it ends up being a humorous male-geared beer commercial that you will remember.