Heineken’s new OOH ads by Saatchi & Saatchi Australia look wrong. The copy appears to be too wide for the vertical space. Only part of the message fits in, and it only partially describes Heineken’s quality credentials. But these ads tribute to a special credential of the beer, horizontal brewing, which differentiates Heineken from others allowing its signature A-Yeast to thrive, producing the perfect first sip.

And if you scan the ads’ QR code on your phone and turn it to a horizontal rotation, you get the point. The copy fits perfectly across the space and you can read the full horizontal brewing story.

Willemijn Sneep, country manager, Heineken Australia, commented, “The aim is for people to understand the brewing techniques that bring them that refreshing first sip. Focusing on the unique benefits of horizontal brewing brings to life the functional point of difference of Heineken for consumers.”

Piero Ruzzene, creative director, Saatchi & Saatchi Australia, added, “While most beers brew in vertical tanks, Heineken brews in horizontal ones. And, where most beers would simply tell you this, Heineken decided to run with what seems to be one big media mistake in order to engage beer lovers with their key point of difference.

“The media partnership with UM has ensured the placements are right near Heineken stockists so people could taste the difference. It’s a refreshing approach to a usually dry part of beer advertising.”