Heineken is turning closed bars' shutters into adspace
Latest effort by the beer brand is kicking off in Argentina
Dec 22, 2020
Heineken has come up with a few different initiatives this year to help the bars and pubs that sell its beer survive through the pandemic, including its Back the Bars campaign, which started in Brazil, encouraging customers to buy a virtual drink to have later at their favorite bar.
Its latest comes from Argentina, where the brand is diverting its outdoor media budget from advertising on poster sites to advertising directly on the shutters of closed bars to help them find the money to reopen. The campaign, which features billboards with the message "See this ad today, enjoy this bar tomorrow," was created via the brand's global agency Publicis Italy.