Imagine that you are sitting on your front porch on a sunny summer afternoon and you ask for a nice cold beer. Then out of the blue your friend rifles a nice big keg of beer at you, which in turn knocks you backward off of the porch. Here’s another image to contemplate. A man tries to force a refrigerator door shut. When he finally thinks he has it shut, the door busts off the hinges and a beer keg rolls out. These two ads for Heineken beer in the new keg cans.
These ads end with the catchy phrase the keg can can go where regular kegs cannot. When you first see an ad like this many questions come to mind: first, where are they going with a campaign like this; second, why would Heineken make cans in a shape of a keg, and why would an ad like this entice me to drink Heineken? To most people this add stirs the mind to wonder why Heineken would make keg cans and these amusing commercials to promote them. The commercials carry the humor for the pure fact to catch the attention of the viewer and make them wonder, “What if a beer out of a keg can tastes like beer out of a keg?” This is one of the fifteen appeals of advertising, the need to satisfy curiosity. Since this is a new type of container for beer its is an unknown commodity to the viewer. Heineken is also an imported beer which is not consumed by most average Americans, which also adds to the curiosity of the ad. Another of these appeals which the ad goes to is the need for prominence.
Since Heineken is an expensive imported beer. The manufacturers of Heineken most likely think an ad which shows people drinking or around Heineken shows that they hold a higher social stature. Companies make you think if you spend the money you will have the fame and fun. Also these commercials have another of the appeals. The need for affiliation.
The commercial, 'The Bug,' is an advertisement for Budweiser beer. It takes place in a barroom that is long and narrow, typical of such an establishment in any city neighborhood. The bar itself is on the right of the TV screen, with the required mirror on the wall behind it, and assorted bottles on the counter. The over-all color of the place is dark with a typical wood bar and the colors beige ...
Now this may not jump out in the ad. It just seems as if it is an idea used by the company very discreetly. Heineken seems to say that if you buy the keg cans you wont be one of the people who try to take kegs with them everywhere. You will be one of the people who have the portable kegs, the ones in a can, and fit in with the “Heineken” crowd. By doing this essay on the Heineken ads, the consumption of alcohol in anyway has not been condoned, it was the humorous nature of the ads, which made it an interesting topic. These ads also showed that indirectly you could use some of the appeals of advertising in an effective manner.
Because they disguise the actual use of these and make a pitch for humor it effectively pulls in consumers. Also they show that besides being an expensive imported beer Heineken can be a fun party beer for the regular guy just like Budweiser or Coors. So next time that you see a humorous ad take a deeper look into the ad and see if maybe the company or the producers of the commercial have tricked you into a purchase.