When rumors about a possible take-over by SAB Miller start to emerge, Heineken counters speculation in their most typical way. This ad was published in five major Dutch newspapers days and the Heineken Facebook page as a response to the rumors. The response of the Dutch public was overwhelming.

The ad is in the same style as most Heineken press ads: focus on a surprising claim in bold type face and finish the witty copy line in a small type face underneath the product.

The video became the most engaging post in the social history of Heineken in the Netherlands, with a result of over a million organic views due to ten thousand shares .

It also served as a vital part of the overall campaign called ‘Celebrate the Orange Fever’. With the campaign Heineken managed to establish the highest increase in market share and penetration in over a decade. On top of that, after the campaign, Dutch consumers indicate with an index of 117% that they feel the brand is close to them again. And finally Heineken is mentioned as the number one ‘orange’ brand in all of the consumer research reports on this topic in The Netherlands.

The video was viewed more then 1 million times (within a population of 16,8).