Heineken has a great ad campaign called ‘Cheers to all.’
The key tag line in the campaign is ‘Men drink cocktails too’.
Of course, Heineken don’t really care about men drinking cocktails. They sell beer.
What they care about, is the opposite.
If men can drink cocktails…then women can drink beer.
It’s a clever way to deliver their message without actually saying it.
It almost challenges the consumer of the ad to engage and to think beyond what is being said to discover the hidden message.
Maybe you should think about how you could do the same with your messaging?
#advertising #branding #messaging