All Rikar wanted to do was go somewhere with a warm climate, "not too much clothes, please." So why did he actually wind up on top of a snowy mountain in Alaska?
Presumably it's because the people at Heineken have a sense of humor -- and perhaps a bit of a cruel streak. Either way, the brewer has set up a possibly gripping narrative with Dropped, a new ad campaign/branded entertainment program. All we know so far is that Rikar is not that happy about where he is and that Heineken has planted a red telephone booth that will probably further the story.
Dropped is the fifth installment of the brand's Legends global marketing push, which began in December 2010. Not a traditional ad campaign per se, Legends follows resourceful, worldly 18-34 year-old men as they navigate through the world. The latest such fellow, Rikar, appears to be in a tough spot.
What will he do next? If you're really interested, then Heineken's marketing team has done its job.