Malaysia has some of the strictest regulations on alcohol advertising—brands can sell beer but cannot openly advertise it. Yet Lunar New Year is one of the biggest beer consumption seasons in the country. Heineken, known globally for witty challenger-style marketing, wanted to be part of the celebrations without breaking the law.
Partnering with Leo Burnett Malaysia, Heineken launched “Hidden in Plain Sight” in 2024. The campaign ingeniously leveraged cultural language and delivery trucks to create technically unbranded, but unmistakably Heineken, ads.
Campaign Overview
Wordplay with “Hei”: The first three letters of “Heineken” spell “Hei,” which also means happiness in Chinese—a common Lunar New Year greeting.
Delivery Trucks as Billboards: Heineken cropped its logo to highlight “Hei” and placed festive greetings across its fleet of delivery trucks.
Legal Loophole: Because the ads didn’t explicitly show alcohol or full branding, they were technically legal.
Cultural Integration: The greetings blended seamlessly with Lunar New Year traditions, making the campaign feel authentic.
Campaign Objective
Circumvent advertising restrictions while staying compliant with Malaysian law.
Embed Heineken into Lunar New Year culture through clever wordplay and symbolism.
Generate buzz and earned media by showing creativity under constraints.
Reinforce brand identity as witty, playful, and culturally attuned.
Execution
Logo Cropping: The iconic Heineken logo was cropped to emphasize “Hei,” turning it into a festive greeting.
Mobile Billboards: Delivery trucks became moving ads, spreading the message across cities during the holiday season.
Minimalist Design: Bright red and gold visuals tied to Lunar New Year traditions reinforced cultural relevance.
PR & Social Media: The campaign was amplified online, with advertising press praising the ingenuity.
Awards Recognition: The campaign won Bronze at Cannes Lions 2024 (Outdoor) and Grand Prix at AdStars (Outdoor & Media)
Brand Impact
Cultural Resonance: By embedding itself in Lunar New Year greetings, Heineken became part of the celebration.
Regulatory Compliance: The campaign proved creativity can thrive under restrictions.
Earned Media Buzz: Widely covered in advertising press, sparking conversation about clever loopholes.
Industry Recognition: Multiple awards cemented its reputation as one of 2024’s standout campaigns.
Brand Equity: Reinforced Heineken’s challenger personality—smart, witty, and culturally attuned.
Results
Omnilivery resulted with 8.2M impressions, a +700% spike in website traffic, and +450% growth in omni-channel sales—all achieved with £0 media investment, showcasing the power of smart integration and earned-first creativity.
Lessons Learned
Constraints fuel creativity. Legal restrictions can inspire innovative solutions.
Cultural wordplay builds resonance. “Hei” connected Heineken to Lunar New Year authentically.
Mobile media is powerful. Delivery trucks doubled as billboards, maximizing reach.
