On lazy-ass copywriting.
Heineken Light, from what I've read, has been a huge success for the Dutch brewery. Which makes it an ideal case study for supporting the argument (well, mine) that good advertising is not needed to successfully launch a product.
OK. To the ads. Seduce Your Palate? Other ads in the campaign are headlined "Temptation Has A Taste" and "Succumb To Smooth." So, is a low-rent romance novelist daylighting as a copywriter here? This pap just might be the worst beer advertising in the history of hops and barley. Yet, it has worked—or at least, not gotten in the way. It makes one (well, me) consider that a big product shot and big logo, combined with "New" as a headline, is all the "creativity" that's ever really needed in advertising.
(poster on Crosby between Prince & Spring)
previously in skunky beer ads:
1. When beer ads tried harder to suck.
2. Bud Select. Expect Everything?
3. U.S. soccer ads as creative as U.S. soccer team.
4. "Darker. No, make him DARKER."