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Heineken: Don’t be afraid of the experiment

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Heineken: Don’t be afraid of the experiment

  1. 1. Upping your brand by design Mark van Iterson – Global Head of Design & Concept Vianen 24 Juni 2014
  2. 2. 25-6-2014 3 D A R E T O E X P E R I M E N T
  3. 3. 25-6-2014 5 The Brewing Industry Top 10 in 2012 Source: Canadean Wisdom Database July 2013 For HEINEKEN, Consolidated beer volume 2012
  4. 4. 25-6-2014 6 Heineken® | The Leading International Brand Heineken® Budweiser Corona Carlsberg Guinness Stella Artois Amstel Brahma Foster’s Tuborg 1 2 3 4 5 6 7 8 9 10 29.1 17.5 13.0 11.6 10.5 7.9 7.7 7.4 7.0 6.7
  5. 5. HEINEKEN DESIGN & INNOVATION ROLE 25-6-2014 7 Generic, undifferentiated Price competition DESIGN INNOVATION BRANDING Unique, desirable, emotional Worth paying more for
  6. 6. HEINEKEN DESIGN & INNOVATION ROLE 25-6-2014 8 Unique, desirable, emotional Worth paying more for DESIGN INNOVATION BRANDING Generic, undifferentiated Price competition
  7. 7. 25-6-2014 9
  8. 8. DESIGN & INNOVATION IS PART OF HEINEKEN DNA • Branding • Better beer experiences • Progress 25-6-2014 11 DESIGN YOUR OWN
  9. 9. 25-6-2014 12 1960’s
  10. 10. DESIGN IS THE PREMIUMNESS OF THIS ERA • Added value • Differentiation • Engagement Design drives company and brand 25-6-2014 13
  11. 11. DESIGN IS THE PREMIUMNESS OF THIS ERA • Not just ‘luxury’ HOW TO APPLY FOR F.M.C.G. / Heineken ? 25-6-2014 14
  12. 12. 1) Timeless foundation 2) Excitement through specials 3) Design as activation 3 LEVEL STRATEGY 25-6-2014 15
  13. 13. SOLID FOUNDATION; CONSISTENT, TIMELESS, ICONIC 25-6-2014 16 1) Timeless foundation: icons
  14. 14. 25-6-2014 17
  15. 15. March 2007 page 18 Iconic logo; a timeless classic
  16. 16. page 19 Our identity 5 years ago Emotional benefits
  17. 17. page 20 ... and how we evolved
  18. 18. page 22 ... and how we evolved
  19. 19. 25-6-2014 25
  20. 20. ALWAYS EXCITING IN BAR AND ON SHELF 25-6-2014 27 2) continuous excitement on shelf and in bar 1) Timeless foundation: icons
  21. 21. 2) continuous excitement on shelf and in bar2) continuous excitement on shelf and in bar ALWAYS EXCITING IN BAR AND ON SHELF 25-6-2014 33 1) Timeless foundation: icons
  22. 22. 25-6-2014 36
  23. 23. Heineken – open your world Past, Present and Future
  24. 24. 25-6-2014 38
  25. 25. 25-6-2014 39
  26. 26. 25-6-2014 40
  27. 27. 25-6-2014 41
  28. 28. 3) design as territory of interest and engagement HIGHEST LEVEL : DESIGN = ENGAGEMENT 25-6-2014 50 1) Timeless foundation: icons 2) continuous excitement on shelf and in bar2) continuous excitement on shelf and in bar
  29. 29. Heineken Event apparel ... not very exciting Page 51
  30. 30. September 24, 2010 Page 52
  31. 31. SHOW DESIGN IN ACTION
  32. 32. 25-6-2014 58
  33. 33. ACT LIKE START-UP: MONTHS / YEARS THOROUGH STAGE GATE MODEL
  34. 34. 3) design as territory of interest and engagement HIGHEST LEVEL : DESIGN = ENGAGEMENT 25-6-2014 76 1) Timeless foundation: icons 2) continuous excitement on shelf and in bar2) continuous excitement on shelf and in bar
  35. 35. 25-6-2014 95

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