While the Pletterpet has not been the most successful premium Heineken ever launched – at the supermarket you’ll still find big piles of Pletterpet boxes – Heineken yesterday made a big come back during the national team’s canal parade. Heineken’s agency TBWA\Neboko – also responsible for the Pletterpet – came up with the idea to spoof the well known Heineken pay-off Biertje? (Beer?) – not in use anymore, for that matter. By leaving the ‘i’ out, it spells ‘Bertje!’, referring to the Dutch football coach Bert van Marwijk. During the last days of the tournament the Amsterdam brewer spread Bertje! t-shirts and flags through supermarket Albert Heijn and its own bars. By the time the Dutch team was hounoured with a canal parade – as if they had become world champion – it was impossible to miss ‘Bertje!’ Picture: the Heineken Brewery Museum; fan waiting for the Canal Parade; newspaper ad; and Dutch top scorer Sneijder holding a Bertje! flag. Though we are very impressed by the amount of (free) publicity this must have generated, we still preferred to look at the Bavaria Dutch dress girls.
What an inspiring event it was. Here are the insights we took home. The first key note speaker, Ed Ulbrich from Digital Domain, talked us through the process of getting the multi-platform remake of Tron to market. He showed what looked like a trailer of the movie ‘
