Heineken Unveils ‘The Odyssey’ Ad Campaign

As part of its "Legends" campaign, Heineken has launched its latest global television ad in the U.S., “The Odyssey,” as well as the “Take the Stage” promotional sweepstakes, through which consumers can enter for a chance to showcase what makes them “legendary.”

The spot, which features 20 men found through an open casting call where they demonstrated a skill that makes them legendary in their own right, can be viewed on Heineken’s YouTube channel.

“We believe that many Heineken drinkers have at least one legendary talent waiting to surface, and this latest chapter of our Legends campaign is a celebration of their legendary behaviors,” said Colin Westcott-Pitt, VP marketing, Heineken. “With The Odyssey, we gave twenty young men a chance to showcase their legendary side to the world.”

Through the Take the Stage promotion, participants can enter to win an opportunity to showcase their “legendary” talent on one of three celebrated Heineken stages: the set of the next James Bond film, DJ-ing at the Heineken House at a 2014 music festival or center court at the 2014 US Open. The program also features retail and on-premise merchandising/point-of-sale materials, channel-specific instant redeemable coupons and mail-in rebate offers.

Heineken USA, a subsidiary of Heineken International BV, imports a variety of European brands into the U.S., including Heineken Lager, Heineken Light, Amstel Light and Strongbow cider.