Dive Brief:
- Heineken USA launches a holiday-themed campaign today featuring six "Holiday Hacks" videos depicting creative ways to repurpose bottles, cans and other packaging to create festive decor, per details emailed to Marketing Dive.
- The videos were created by Tastemade using Pinterest trends and insights around holiday gift giving. Among the ideas are beer bottle vases for floral arrangements and a tamale tree.
- The effort offers a new take on "craft beer" and marks the first time the company has incorporated the three brands in its portfolio — Heineken, Dos Equis and Tecate — in one campaign.
Dive Insight:
With the COVID-19 pandemic causing more people to clock hours at home, Heineken is offering ideas to fill their time with its "Holiday Hacks" campaigns. The videos offer step-by-step instructions to create a variety of holiday decorations. One idea, for instance, suggests creating 3D star ornaments out of used aluminum cans. Another gives tips on creating a festive taco bar with unique toppings to complement the beers.
Online searches for Christmas gift ideas jumped 77% in April 2020 compared with April 2019, according to the company. The idea that consumers would be seeking out ideas a full eight months before the holiday season suggests they will be looking to celebrate in new and unique ways this year.
As the holidays approach, some brands are retooling their marketing approaches to appeal to stay-at-home revelers. Spirits company Brown-Forman, for instance, relaunched its Cheers to the Host website to place a greater emphasis on elements of at-home entertaining rather than the company's products.
As a result, Pinterest, along with other social media companies, has capitalized on this increased marketer interest. The company earlier this year reported 58% year-over-year revenue growth to $443 million, along with concurrent record user growth. Earlier this year, Pinterest began testing a new advertising model that split ad revenue between the platform and publishers such as Tastemade.
