James Bond is on hold as Heineken pushes forward with new global campaign | Advertising

The new ads, which don’t have a tagline, end with “That’s Heineken.” (The phrase will not be used in every piece of advertising like “Open Your World” was.) As U.S. executives told Ad Age in June, Heineken doesn’t see much value in taglines because consumer recall is pretty low.

Heineken has a decentralized marketing model, so it will be up to individual markets to decide which ads to air. A U.S. spokeswoman says the Formula One ad won’t run here (F1 is less popular in the U.S. than it is globally). The lead agency on the campaign is Publicis Milan, but the agency calls in talent from offices across the globe, Di Tondo says.

The Heineken brand grew volumes by 7.5 percent in the first half of the year, the company reported. But trends are worse in the U.S., where case volumes fell 3.6 percent in the year-to-date period ending Aug. 18, according to Nielsen.

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