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Epic bait and switch campaign

March 17, 2010

Heineken Italy Activation from Kreatif360 on Vimeo.

I’m not sure how I feel about this. As a consumer, I thought the bait and switch was truly epic. I giggled like a school girl! But as a marketer this gives me a little bit of heartburn. Maybe it’s a matter of culture—I’m not sure how well that would play in the U.S., for example, where someone is always (usually very vocally) ticked off that the wool was pulled over their eyes. What a clever campaign!

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