The marketing effort draws attention to the brand, but Heineken doesn't really need that (it already has a strong European presence). More importantly, it shows the brand as cool, fun, creative, and a little edgy. Congrats to the marketing team for pulling it off.
While on the subject of Heineken, I highly recommend visiting the Heineken brewery while in Amsterdam. The tour was enjoyable, and though I don't normally drink Heineken in America, I loved the version at the brewery. I haven't been there in 1999, but I'm sure it's still great.
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