Heineken's wheat beer brand Edelweiss launches second chapter of 'Feel the Alps'

Edelweiss, Heineken’s premium wheat beer brand, has introduced the second chapter of its ‘Feel the Alps’ platform, with creative agency Fred & Farid Los Angeles.

For this latest iteration of this campaign, the brand and the agency partnered with renowned Peruvian fashion photographer Hans Neumann.

Watch it here:

Building on the success of last year's campaign, Edelweiss aims to continue pushing boundaries of beer communication. Like the first opus, this spot foregoes music, only sound design and images to invite the viewer to a sensorial experience. 

According to a release to the press, Edelweiss drew inspiration from the alpine vistas of Edelweiss’ origins. The film offers to the viewers a sensorial journey that hopes to capture the essence of the Edelweiss experience. 

To capture the essence of this sensory beer experience, Edelweiss and the agency enlisted Hans Neumann who is known for his editorial work with luxury fashion brands, to showcase the brand's unique features through striking, aiming to set the brand apart from from the traditional codes of beer communication. He said that in order to accurately deliver the intended effect of consuming Edelweiss beer, he wanted to tell a story that revolved around the actual experience of drinking the aromatic beer, transcending beyond simply how it tastes.

Don't miss: Edelweiss uncaps global TVC to have consumers 'Feel the Alps'

Eric Halgand, global head of future brands portfolio said that as consumers face ever-increasing demands in their fast-paced lives, they seek more sophisticated drinks that offer a full sensory experience to reward themselves and help them unwind. “Our new campaign caters to this desire for pampering, inviting consumers to indulge in the delicate and sensory experience of Edelweiss beer,” he added.

Fred & Farid Los Angeles Agency said that consistence is key when it comes to a category like premium beers. “This opus reinforces the origin of the beer, the aromatic composition, the premium recipe. It’s intended to make the viewer literally Feel The Alps through this viewing,” it added.

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