Heineken | 1951

Heineken, 1951, by Frans Mettes

This striking advertising poster features a stylized red face with an exaggerated, cheerful grin against a cream-colored background and was printed by Luii & Co., Amsterdam. The most distinctive element of the design is the man's eyes, which are represented by two glasses of golden Heineken beer, complete with foam heads at the top and small bubbles rising through the liquid. Thin white lines create a stylized hairstyle on the red face, and the name "HEINEKEN" appears in white letters inside the wide, smiling mouth. The character wears a red bow tie against a striped shirt collar. The artist's signature "Mettes" appears in the upper left corner of the poster.

Heineken was already a well-established brewery by the time this poster was created, having been founded in 1864 by Gerard Adriaan Heineken in Amsterdam. The 1950s represented a significant period in Heineken's history, as Alfred Henry "Freddy" Heineken had recently entered the company's service in 1941 and would later become a powerful force behind the brand's global expansion. The post-World War II era was particularly significant for Heineken in the American market, as their first shipment had arrived in the United States just three days after Prohibition ended, establishing it as one of the most successful imported beer brands in America. This poster reflects the optimistic and playful advertising aesthetics of the early 1950s, when colourful, character-driven designs were popular in European advertising.

Frans Mettes (1909-1984) was a noted Dutch graphic designer who created numerous advertising posters during the mid-20th century. He was commissioned by many Dutch companies and institutions throughout his career, producing work for a wide range of clients including cigarette companies, beverage brands, theatres, and transportation services. His portfolio includes designs for brands such as Ritmeester, Triumph, Arsenal, Droste Cacao, and the Dutch Railways (Nederlandsche Spoorwegen). Mettes was known for his bold, colourful style and clever visual concepts. Interestingly, Mettes was known to be both "naughty and vain" about his work, sometimes secretly signing his designs even when forbidden to do so by advertising agencies.