Although the US has a 70-year head start when it comes to enjoying the 5% brew, and has increased its media spend by 14% since last year, Heineken hasn't made the most of its marketing on that side of the Atlantic, according to brand consultant Robert Passikoff, president of Brand Keys, NY. Despite some irreverent advertising efforts like Publicis, NY's "Drinking with the beer devil" (which started airing in February), Heineken's US market share has dropped every year for the past three years because, Passikoff maintains, it lacks a clearly defined brand strategy.

Historically Heineken's US ads stressed its heritage, but it has tried to infuse some 'cool' in the last year or so. "They supported the Grammy Awards, and did a TV spot with Jay-Z, but the question is: who are they appealing to when they do that?" asks Passikoff. "They don't have a good finger on the pulse of the category values. They're working from a 20th-century model that says, 'If you've got the distribution and enough weight behind your advertising, you'll sell'. That hasn't been true for the longest time."

He says Heineken needs to drop its "specialty niche" and communicate that it's appropriate for all occasions, like market leaders Miller and Budweiser. To that end, Publicis' "Rooftop" - a :30 that rolled out in July - spoofs its rivals' commercial tactics and promotes simple, good times among friends.