Would you order a beer by emulating the sound of zooming cars?

For many, the Formula 1 season is synonymous with getting together with friends, knocking back a few beers, and watching the nail-biting races.

 

With its latest campaign, Heineken is playing on the close association between beer and Formula 1. Not only is it the title sponsor of this year’s Australian Grand Prix, but it’s launched a campaign called ‘Sounds Like Good Times With F1’, which uses linguistic devices to mimic the unmistakable sounds of this famous sporting event that brings people together.

 

Essentially, this boils down to saying ‘beer’ in a way that resembles the roaring engine of a Formula 1 car as it accelerates. Anyone for a beeeeeeeeeeeeeeeeeeeeer?

 

For its part, Heineken says it has a long history as a beer that is best enjoyed with noise, and when the distinctive roar of F1 is paired with Heineken, it ‘sounds like good times’. 

 

 

The campaign debuted with a 360-degree audio asset on Spotify that immerses listeners in the sounds of Formula 1 and Heineken, in addition to video and out-of-home advertising. It also included a social media campaign that offered tickets to the sold-out Formula 1 Rolex Australian Grand Prix 2024 event.

 

Carlo Mazzarella, creative director at Saatchi & Saatchi Australia, added, “Being from Melbourne, it’s hard not to notice the sounds of the F1 when March arrives. So our aim was simple: to create a campaign that makes Heineken synonymous with the sounds of the F1 in a fun and engaging way.”

 

Dino Bozzone, Heineken country manager, added: "Sound is such a critical part of the immersive experience at the Formula 1. Without the sounds of the engines roaring, crowds cheering and bars buzzing, this event wouldn’t be the one we all know and love. We look forward to seeing fans come together & celebrate the good times with their mates over this weekend, with a Heineken or Heineken 0.0 in hand at the F1.”

 

It’s a likely scenario that many will choose to watch this year’s Formula 1 season down the pub or at the bar with friends over a few beers. Asking for a beer in the style of a roaring Formula 1 engine is optional, but it could be fun to try after a few beers, of course!

 

Campaign’s take: In a way, this spot feels like Heineken’s attempt to create a new pop culture catchphrase similar to the famous "Whassup?" Budweiser campaign of the 90’s and early noughties that targeted football fans and became a phenomenon. It’s a nice try here by Heineken, but it will probably take a few beers, at the very least, before anyone plucks up the courage to give it a try.