Heineken Embrace Diversity with Brown Horse.
The New Zealand summer has seen the rise in the popularity of polo, a game for people riding around on horse hitting a ball with really long sticks. Dominion Breweries have jumped in with Heineken and with their usual panache have raised the game from its very blue collar roots with a disruptive ad campaign.
Dominion Breweries marketing director Sean O’Donnell speaking to TMTB yesterday told us he was concerned with the lack of diversity in their previous urban polo events and their brand as a whole. “We wanted to appeal to a wider audience with our advertisement campaigns especially our billboards, so we went a little out there and got a brown horse to DJ”. Fans seem to be getting on board as well with scores of alabaster boomers attending.
Included in those vanilla masses are none other than the New Zealand Fedora Wearing Society (NZFWS). Chairman Russell Rinseworthy speaking from his Cambridge farmlet confirmed that hats and horses are a match made in heaven. “If only we could get Uhu to wear a fedora or even a trilby that would be so cool” Rinsworthy commented.
It’s polo but not as you know it, that’s the tagline for Heineken’s summer pastime for white people who love brown horses playing music.