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At W+K NYC, I was responsible for creating content for both general market and bicultural Latino beer fans for Heineken US.
The Latino focus was mostly on the Mexican-American consumer who was drinking Coronas, Tecate, or Pacifico. The brand wanted to touch on cultural moments that would still lend themselves to its #OpenYourWorld messaging. Perhaps Heineken wouldn't replace their favorite Mexican beers, but it would be considered a space in their fridge alongside the rest.
Here are some examples of how copy and content in Spanish lived on Heineken US brand channels during key moments, including major sponsorships like UCL (UEFA Champions League) and evergreen trends focused on culture.
Agency: Wieden + Kennedy, New York
Brand: Heineken US (AOR)
Platforms: Facebook, Twitter