For he’s a jolly Goodfella
Heineken has launched a new GBP5.5 million advertising campaign featuring Ray Liotta, star of Martin Scorsese’s mobster film Goodfellas, in a bid to revive falling sales following its decision to scrap its Cold-Filtered standard strength lager last year and replace it with the regular Heineken brand.
According to industry sources, sales volumes are currently at around a fifth of previous highs, after the group ditched its standard strength 3.4% ABV drink to bring the UK in line with the other 170 countries where the beer is sold. All Heineken sold in the UK will now be the premium-strength lager with an ABV of 5%.
The new adverts are designed to alert the public to the change in Heineken and refresh the image of the brand..
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