Heineken ‘Worth the Wait’: No time to go to ‘Le Pub’

HeinekenAnd so to the pub. But not just any pub. In fact, to give it its proper name, it is actually “Le Pub”. No, we haven’t got all poncy and started speaking in a French accent; this is actually the new creative agency model, launched by Publicis Groupe and Heineken and headquartered in Amsterdam, with the aim of integrating creativity, data and brand experience.

So what? Well, with the new Bond film No Time to Die coming to a cinema near you next week, “Le Pub” has gone into overdrive, launching a new ad and everything, starring Daniel Craig.

Called ‘Worth The Wait’, according to the official blurb the ad shows Danny-boy “waiting patiently for the first satisfying sip of an ice-cold Heineken beer, an ode to fans who have eagerly awaited the next instalment of the franchise and showing that the best things come to those who wait”.

Well, not in the 30-second version it doesn’t. It basically shows a barman coming over with a bottle of Heineken, which our 007 hero then pours and drinks. Nothing more, nothing less.

But that didn’t stop Heineken testing the truth behind the sentiment in a real-world social experiment to prove that good things are indeed worth the wait.

In the experiment, 115 people were given cold Heineken or Heineken 0.0 beer at intervals between 0-30 minutes, showing that people who waited 20 minutes had the highest levels of satisfaction. So there.

And Heineken brand global head Bram Westenbrink certainly couldn’t wait to tell all and sundry: “Heineken has been a proud partner of James Bond films since 1997. So, like all Bond fans, we also can’t wait for No Time To Die to hit cinemas.

“That said, we believe some things really are worth waiting for. And now we can prove it. Whether it’s an ice-cold Heineken or an action-packed blockbuster – the best things truly do come to those who wait.”

So, what is the consensus around the Decision Marketing office?

Well, we do love a Bond movie and we do love a drink, so in many respects this is potentially a perfect fit for everyone in the Decision Marketing Nerve Centre.

Whether it matches Publicis Worldwide global creative director Bruno Bertelli’s claim that Le Pub would showcase “how we are positioned to unlock the alchemy of creative, data and tech to make experiences that impact people’s daily life” is another matter.

Let’s face it, it’s just an ad showing a rather old and knackered looking Daniel Craig having a beer. OK, it’s nicely shot but the alchemy of creative, data and tech is nowhere to be seen. In fact, we’re not even too sure 007 actually drinks lager, so run that through your data analytics.

Still, you can’t let the truth get in the way of a lucrative Bond sponsorship package…

Decision Marketing Adometer: A ‘shaken not stirred’ 7 out of 10

Print Friendly