Heineken Silver Gives a Happy Ending to an Epic Viking Love Story

Heineken Silver, the new low-calorie, low-carb beer in Heineken’s portfolio, has launched a new creative platform in the US market called, 'All the Taste, No Bitter Endings.' 

Developed by BBH USA, the campaign underscores the product’s key point of differentiation – all the taste of a bold lager with a crisper, cleaner finish, appealing to customers who enjoy highly drinkable, ‘sessionable’ brews without sacrificing any flavour – while also enabling the brand to align with cultural moments that deserve to have their own bitter endings re-written.  

The work is built in partnership with and on the strength of Publicis’ global relationship with Heineken through data-driven creative agency model Le Pub.

The first work in the new campaign is 'Viking Saga,' directed by Tim Godsall, which shows how a would-be bitter end to an epic Viking love story gets a happier conclusion with the help of Heineken Silver. 

As part of the 360 campaign, BBH USA also created a custom design system for Heineken Silver; OOH, digital, and social assets; additional TV spots rolling out in the Summer; major partnerships with Coachella and Formula 1; and additional conversation-driving cultural moments to launch in the months ahead.

"We're thrilled to see Heineken Silver, the newest product in HEINEKEN USA's line-up since 2019, hitting shelves across the US," said Jonnie Cahill, chief marketing officer at HEINEKEN USA. "Heineken Silver is brewed at -1 degree Celsius to deliver all the crisp and refreshing taste you expect whilst catering for those seeking a lower-carb, lower-cal beer."

"We're thrilled to be partnering with Heineken US on one of the most innovative launches in the brand's history. The campaign, 'All The Taste, No Bitter Endings,' was born out of the product's key point of difference and then brought to life in a way that allows for endless cultural opportunities," said Erica Roberts, chief creative officer BBH USA. "Under this platform, Heineken Silver is poised to re-write culture's most bitter endings, past and present. This epic Viking saga is just the beginning."