“All the Taste, No Bitter Endings.”

Agencies: BBH USA LePub

Good things deserve to end well. Whether it’s a game of football. A night out with friends. An epic movie. Or a beer. That’s what’s so special about Heineken Silver. Its crisp and refreshing taste with 3.2 carbs and 95 calories means it always ends on a high note, and never on a bitter one. And what better way to show that than a ferocious and furious Viking king who has a change of heart.


Heineken® Silver, the new low-calorie, low-carb beer in Heineken’s portfolio, has launched a new creative platform in the US market called “All the Taste, No Bitter Endings.”

Developed by BBH USA, the campaign underscores the product’s key point of differentiation – all the taste of a bold lager with a crisper, cleaner finish, appealing to customers who enjoy highly drinkable, ‘sessionable’ brews without sacrificing any flavor – while also enabling the brand to align with cultural moments that deserve to have their own bitter endings re-written.

The work is built in partnership with and on the strength of Publicis’ global relationship with Heineken through data-driven creative agency model Le Pub.

The first work in the new campaign is “Viking Saga,” directed by Tim Godsall, which shows how a would-be bitter end to an epic Viking love story gets a happier conclusion with the help of Heineken® Silver.

As part of the 360 campaign, BBH USA also created a custom design system for Heineken® Silver; OOH, digital, and social assets; additional TV spots rolling out in the Summer; major partnerships with Coachella and Formula 1; and additional conversation-driving cultural moments to launch in the months ahead.

“We’re thrilled to see Heineken Silver, the newest product in HEINEKEN USA’s lineup since 2019, hitting shelves across the US,” said Jonnie Cahill, Chief Marketing Officer at HEINEKEN USA. “Heineken Silver is brewed at -1 degree Celsius to deliver all the crisp and refreshing taste you expect, whilst catering for those seeking a lower-carb, lower-cal beer.”

"We're thrilled to be partnering with Heineken US on one of their most innovative launches in the brand's history. The campaign, ‘All The Taste, No Bitter Endings,’ was born out of the product's key point of difference and then brought to life in a way that allows for endless cultural opportunities," said Erica Roberts, Chief Creative Officer BBH USA. "Under this platform, Heineken Silver is poised to re-write culture's most bitter endings, past and present. This epic Viking saga is just the beginning."

This professional campaign titled '“All the Taste, No Bitter Endings.” ' was published in United States in April, 2023. It was created for the brand: Heineken, by ad agencies: BBH USA and LePub. This 360° and Design media campaign is related to the Alcoholic Drinks industry and contains 2 media assets. It was submitted 6 months ago.


Client: Heineken
Chief Marketing Officer - Jonnie Cahill
Marketing VP - Borja Manso Salinas
Senior Brand Director - Tonia Mancino
Senior Brand Manager - Roxanne Mercado
Senior Brand Manager - Joe Conti
Client Heineken Global
Chairman of the Executive Board/CEO - Dolf Van Den Brink
Chief Commercial Officer - James Thompson
Global Head Heineken Brand - Bram Westenbrink
Global Heineken Communications Manager - Guilherme Retz
Director Communications Global Heineken - Agnieszka Gorecki
Agency: BBH USA
Chief Creative Officer – Erica Roberts
Executive Creative Director - Kasia Canning
Executive Creative Director - Estefanio Holtz
Group Creative Director - Ryan Paulson
Creative Director - Yohan Daver
Creative Director - Sapna Ahluwalia
Senior Copywriter - Greg Bruce
Senior Art Director - Jack Graham
Head of Design - Hernan Ibanez
Senior Designer - Jin Kim
Group Account Director - Shana Honig Horowitz
Account Director - Cam Thomas
Account Supervisor - Callum Leitenberg
Account Executive - Carly Chaskin
Head of Strategy - Joe Burns
Strategy Director - Paola Ortega
Senior Strategist - Harry Guild
Executive Producer - Shelley Giera
Associate Producer - Beiyi He
Director of Business Affairs - Daniella Vargas
Senior Business Affairs - Eugene Gandia
Associate Director of Business Affairs - Max Novick
Agency: Le Pub
Global CEO of Le Pub, Global CCO of Publicis Worldwide and CCO of Publicis Groupe Italy - Bruno Bertelli
Global Chief Strategy Officer - Bela Ziemann
Global Client Lead - Kirk Johnsen
Business Director - Elianne Vermeulen
Account Director - Derek Muller
Production Co - Anonymous Content:
Director - Tim Godsall
VP Commercials / EP - SueEllen Clair
Co-Head of Production - Ena Nicole Abadjian
Line Producer - Shannon Barnes
Edit House - Arcade Edit
Editor - Geoff Hounsel
Assistant Editor - Max Hoffman
Producer - Andrew Cravotta
Post House - Blacksmith
Producer - Ashley Goodwin
Production Coordinator - Joey Witten
VFX Supervisor on Set - Chris Schnitzer
Lead Compositor - Robert Bruce
Compositor - Dhruv Shankar
Compositor -Yebin Ahn
CG Lead - Olivier Varteressian
CG FX - Kushal Das
Matte Painting - Marc Samson
Music - Human
Creative Lead - Mike Jurasits
Composers - Tom Keery & Matthew O’Malley
Executive Producer - James Dean Wells
Audio Mix & Sound Design - Post Human
Chief Engineer and Sound Designer - Sloan Alexander
Post Producer - Rob Suchecki

BBH USA "zags" where other agencies "zig," making ambitious ideas for ambitious clients that sit at the heart of culture, advertising and entertainment. Leveraging the power of creativity for outsized impact on culture and business growth, BBH USA works with some of the most innovative marketers in the world, including Google, Linkedin, Netflix, Barbie, Walmart, Hulu, Samsung, Lionsgate, Pernod Ricard, Marvel and Brighthouse Financial. For more information, visit

About Le Pub
Le Pub was created by combining the renowned Publicis Italy (“#1 Creative Agency in World” - Adweek 2021, #1 Creative Agency in World” – WARC 2022, “#2 Creative Agency in the World” at Cannes 2021, “Most Effective Ad in the world” – Kantar 2021, “one of the best and bravest agency on the planet” for the Contagious Pioneers ranking 2022) & best-in-class data, media, and technology expertise from across Publicis Groupe.
We believe that brands can no longer merely communicate with consumers and must now earn their place in people’s daily lives. That’s why Le Pub is obsessed with creating innovative experiences that matter enough to “live in culture”. Fueled by rich global data and powered by world-class creativity - Le Pub is where brands meet culture.

De Opvoedingslijn
The Trevor Project


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