Ad Age expanded its “Creativity Top 5” series to include new roundups of our favorite special-interest campaigns and ideas from brands. This week, we look at some of the latest innovations in the food and beverage space. Visit our site each Thursday for a new list of niche campaigns from the past month, and catch up on all of our Top 5 rankings here.
5. Hi-Yo, Silver! Away!
A bloodthirsty Viking with a long list of grievances is won over by the offer of a Heineken Silver in the first TV spots for Heineken’s lower-calorie, lower-carb beer. The category once belonging entirely to Michelob Ultra now also includes Heineken Silver, Modelo Oro, Bud Light Next and Corona Premier. Heineken is devoting $100 million to the Heineken Silver launch this year, flipping its branding from Heineken to Heineken Silver at big sports events including the U.S. Open and Formula One. More commercial spots are coming too, said Erica Roberts, chief creative officer of BBH USA. “Under this platform, Heineken Silver is poised to rewrite culture's most bitter endings, past and present,” she said. “This epic Viking saga is just the beginning.”