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Heineken USA this week launched a new marketing campaign to reinforce its claim as the ultimate provider of premium draught beer at home. The campaign’s centerpiece is the BeerTender, an at-home draught beer dispenser designed by Krups exclusively for Heineken’s DraughtKeg.
The BeerTender’s countertop chilling mechanism uses the DraughtKeg system’s patented carbonator technology to deliver a bar-quality pour, according to Heineken.
“BeerTender is an innovation in draught technology and a must-have for any beer aficionado who values a premium-quality draught beer experience and stylish product design in his home,” said Shane Hoyne, senior brand director, Heineken. “The new advertising cleverly shows how BeerTender can transform at-home entertaining into a premium, high-end experience."
The new spot, created by the brewer’s new advertising agency Wieden + Kennedy, features a perspective on suburban home bars that have been “upgraded” by BeerTender. It will air on network and cable channels including FOX, ESPN, ABC, and Comedy Central during primetime throughout the summer.
Print ads aimed at complementing the TV spots will run in publications including Maxim, GQ, and Sports Illustrated; and Web-specific advertising will appear on Yahoo!, AOL, SI.com, and New York Times.com beginning in June.
The BeerTender’s advertising campaign will also promote Club BeerTender, an online destination created to help the consumer explore and discover how BeerTender can transform anyone into the “ultimate bartender” in his own home, said Heineken.