24Jan/110
Heineken Hits Maslow In The Face
Along with being a good story of how limited digital releases can leader to larger campaigns, the new Heineken ad, "The Entrance," perfectly aligns the product with Maslow's mid-top levels of Belonging and Social needs. To a freaking T. The party, the connections, the personal greetings, the inside knowledge, the shared experience, and the man who drinks the beer that brings them all together under one roof.
Sidenote: I find it intriguing that the main character never actually drinks the beer. What would persuade the company to purposely leave this out? The way the product is shown and interacted with, it was an definite decision for his lips to not touch the drink. However, I am still in the dark as to why...
Self-actualized cheers,