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HEINEKEN’s Captivating Campaign for Edelweiss Feel’s the Air of the Alps in Every Sip

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Fred & Farid LA launch the global campaign for HEINEKEN's latest wheat beer offering

HEINEKEN’s Captivating Campaign for Edelweiss Feel’s the Air of the Alps in Every Sip

HEINEKEN has embarked on an adventure with its wheat beer brand, Edelweiss, launching in new markets and introducing its first global TV campaign for the brand.

Edelweiss offers a contemporary twist to a centuries-old beer brand, channelling the snow-capped peaks and crisp air of the Alps. The wheat beer is crafted from all-natural ingredients and a unique blend of mountain herbs (including sage, coriander and elderflower).

“Following a successful pilot launch in Korea, Edelweiss continues its ascent with a roll out in Asia-Pacific, including China, Singapore and Malaysia, also launching in Russia and Denmark. We are excited for Edelweiss to join our International Brand portfolio and to introduce our first global campaign, Feel the Alps, taking the viewer on a cinematographic, sensory journey through the Alpine landscape. Inspired by this setting, Edelweiss offers a smooth and easy-to-drink beer with a golden cloudiness and a subtle, fruity aftertaste, providing an invitation to pause and enjoy the playful moments of life,” explains Malgorzata Lubelska, senior director global international brands at HEINEKEN. 

"The film invites us to literally FEEL THE ALPS. No artifice, or distracting music. The whole experience was real, shot in the Alps in Europe, getting the real emotions of the actors truly connecting with nature... the air, the winds, the smells, the cold, the serenity, the fresh water, the essence of the trees. Despite the complexity of shooting in winter on location at an altitude of 2000m, during a global pandemic, we really wanted to depict the true experience of the Alps: a raw experience of a simple product truth: with edelweiss you literally feel the freshness of the Alps in every sip.” FRED & FARID Los Angeles said.

Feel the Alps will air across TV & digital in Korea and Russia this summer and it will premier in other markets later this year. Edits include 15, 25 and 60-second versions. Edelweiss is available for purchase in Korea, China, Singapore, Malaysia, Taiwan, Russia and Denmark in 50cl Can, 33cl Sleek Can, 33cl Bottle and Blade.

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Product: Edelweiss Beer

Global Director International Premium Beer Portfolio: Marcelo Amstalden Möller

Global Marketing Manager: Eric Halgand

Senior Director Global International Brands: Malgorzata Lubelska


Agency: FRED & FARID Los Angeles

Chief Creative Officers: Fred & Farid

Creative Director: Nicolas Berthier

Art Director: Pierrick Jégou

Business Director: Jules Chaffiotte

Executive Producer: Amanda Van Caneghem

Business Affairs: Jaime Szefc


Production Company: Caviar

Service Production Company: Division

Director: Arnaud Uyttenhove

DOP: Ben Seresin

Executive Producer: Michael Sagol

Line Producers: Maggie McLean & Urska Vardijan

VFX Supervisor: Ben Dekeyser

Product Stylist: Klemen Stare

Drone Pilots: Filip Brazdil & Simon Haupt


Editorial: Cabin Edit

Editor: Mischa Meyer

Assistant Editor: Jonatas da Silva

Executive Producer: Adam Becht

Head of Production: Liz Lydecker

Post Producer: Dale Nicholls

VFX & Online: Shape and Light

Executive Producer: Cara Lehr

VFX Head Creative: Rob Trent

VFX Producer: Arielle Weir

Flame Artist: Sarah Marikar

Colorist: Emiliano Serantoni

Music Composer: Ali Helnwein

Sound Design & Audio Mix: Massive Music

Genres: People

Categories: Beers, Alcoholic Beverages

Heineken , Thu, 02 Sep 2021 13:28:49 GMT