A popular ad for European beer Estrella Damm – this campaign features a few ads which tell the story where the beer plays a supporting role and one of the tagline reads "Good times never end when you have something to remind you of them." Another ad features a growing relationship between two fellow travellers. While the taglines don’t exactly roll off the tongue, the entire campaign creates stories that associate the beer with the common memory of moments like a short term romance on a backpacking trip through Europe that many of their target audience will remember nostalgically, and one that many people won’t be able to help sharing.
Probably the most popular campaign of the list, this inspired marketing from Dos Equis creates a persona for the Most Interesting Man In The World who, by his own admission, "doesn’t always drink beer, but when he does he prefers Dos Equis." The image of this man is who every guy wants to grow up to be, and works because it places Dos Equis in a typically uncontested space as the choice for a more mature and refined guy versus an infantile male trying to relive lost days of keg stands and beer pong from college. That and irresistible lines like "he lives vicariously through himself" help position Dos Equis as the more aspirational choice in beers.
The thing that European beers have always used to promote themselves against other brands is the sense that they are a more upscale and respectable choice when you go to a bar or similarly public place. Heineken’s recent campaign takes this message and replays it with the powerful tagline – "give yourself a good name." The ads feature guys making bold decisions (like drinking with the scary bosses’ daughter) and congratulating them on their choice. It helps reinforce the message that what beer you choose says something important about who you are, so choose well.
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