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Brooklyn Marketing Campaign

Heineken brewery U.S.A. tapped The Mechanism to help them create a campaign that allowed them to increase penetration and awareness into the New York City borough of Brooklyn. Research revealed Heineken was a Dutch-owned brewery and that Brooklyn coincidentally had been originally settled by the Dutch.

As in most cases, the simplest choice was the favorite where the Heineken logo was modified with the spelling “Breukelen,” the original spelling of Brooklyn in Dutch.

We saw the wide-ranging possibilities of targeted promotion through localized advertising, and presented several ideas that focused on highlighting local landmarks, artists, poets and designers.

Project Snapshot

  • Visual Design – Brand Identity
  • Coordination with Marketing efforts
  • Visual Design – Print advertising