This document provides an overview and history of Heineken's marketing strategy in the US beer market. It discusses Heineken's early advertising campaigns after 1933 prohibition lift, targeting of women in 1948. In the 1980s, Heineken became associated with luxury, but lost market share in the 1990s requiring a new campaign. Today, Heineken faces a shrinking US beer market with strong competitors like Bud Light and Corona. The document proposes positioning Heineken as a premium beer for daily moments and targeting younger educated consumers.

1. Heineken
Balbi Francesca
balbi.francesca@gmail.com
718-­‐304-­‐6489

2. Agenda
 Executive Summary
 Heineken Today
 The Us Beer Market &
_______Competitors
 Barriers
 Creative Brief
 Media Channels

3. Executive Summary

4. Ad Evolution
19331
1948
AAer
Prohibition is lifted Campaign
Targeted directly at
Heineken
is
introduced
in
women:
the
real
decision
maker.
the
United
States
It’s all about the beer.
1990s
Decline
in
market
share
and
brand
image.
1980s
New campaign
broaden
the
brand
Heineken
becomes
an
icon appeal
and
liA
sales2.
of luxury and excess.

5. A Global Campaign
 Award winning commercial3
 Viral
on
Youtube
 Leverage
Facebook
App.
 Earned Media
 No
Clear
Call To Action
 Beer is lost in
the
NarraKve
 Takes
Aspirational too far
[4,5]

6. The US Beer Market
Shrinking
since
20096
Highly
Saturated
Consolidation
Company
level7
40%
27%
Brand Fragmentation 6.3%
7.8%
 Top
4
companies
bring
to
the
Us
market
more
that
60
beers.
 If
we
include
the
CraAed
beers
the
number
to
more
than
a
100.

7. Strong Competitors
 #1
selling
Beer
in
the
US

Just
introduced
Bud
Light
 #1
Imported
Beer
Pla4num
 Clear
posiKoning
around
“RELAX”
 Heavy
media
Investments
to
liA
the
brand.
 EmoKonal
and
PatrioKc
Appeal.
 Example
of
Growing
popularity
of
Smaller
compeKtors

8. How Can Heineken
defend its market
share from increasing
competition?

9. Strengths and Opportunities
 High
Brand
awareness8
 TradiKon
 Iconic
Brand
elements
 Quality
(packaging,
logo,
font)
 Premium
Beer
 Strong
Brand
Equity
 Imported
Beer
PercepKon
that
Heineken
is
not
for
every
day
consumpKon
Trend:
“Live
a
Liale”,
aAer
the
recession
consumers
are
more
willing
to
indulge
in
premium
products.
Market Forecast:
Premium
Lager
Beer
are
expected
to
outperform
the
market.

10. Brand Idea
Heineken
is
the
perfect
match
for
Daily
Premium
Moments
in
the
Us
consumers’
lives.
Key Message
Heineken
is
a
premium
beer
and
can
be
the indulgence for
the
consumers’
premium
moments.
There
are more situations in life
that deserve a premium beer.
Target Audience
 63%
Men9
 College
Educated(118)
 Age
21-­‐34
(132)
 Mid
to
High
Income
 More
than
sports
 Sport
Fan
 Wired
(134)
 ESPN(123)
 Tripadvisor.com(124)
 NFL
Network(125)
 Wsj.com(148)
 Foxsposrts.com(134)
 TwiTer.com(115)

11. The Consumer Pathway
TV Awareness
Magazines
Display Ad Mobile Ad
Website
Consideration
Tweet of the day
Packaging
Acquisition
Retention Facebook App.
Youtube Channel
User Profile
Facebook
Loyalty

12. Heineken Today

13. Brand History
1964
A
new
internaKonal
logo
is
introduced.
1933
1864
AAer
ProhibiKon
is
liAed
in
Gerard
Adriaan
Heineken
the
United
States
Heineken
purchases
a
small
brewery
sales
begin
and
Heineken’s
in
the
heart
of
Amsterdam:
popularity
in
the
United
the
1st
Heineken’s
brewery1.
States
begins
to
the
rise.
1968-­‐Today
M&A
and
Joint
Ventures
have
transformed
Heineken
from
a
family
owned
brewery
to
a
worldwide
business.
1914
In
the
United
States
ProhibiKon
begins.

14. Heineken campaign evolution
 Heineken
has
been
present
in
the
Us
market
since
19331
and
has
launched
different
campaigns,
the
most
representaKve
are:
 Heineken
began
to
adverKse
soon
aAer
 Despite
producKon
problems
its
IntroducKon
in
the
US
in
1933
aAer
Heineken managed
to
stay
ProhibiKon
was
liAed.
relevant
during
World
War
II
 These
Ads
main
objecKve
was
 First
step
toward
ironic
to
create
brand
awareness.
adverKsing
 “Heineken. Refreshes the parts other
beers cannot reach.” Launched
in
19731.
 Functional
vs.
EmoKonal,
delivered
with
 Heineken
has
been
one
of
the
ironic
adverKsing.
icon of luxury
and
excess
in
the
1980s1’.
 The
green
labeled
exported
boale
is
introduced
supplemented
by
other
gadgets
such
as
neon
signs,
coasters
and
branded
umbrella.

15. Heineken experience at work
 Heineken
image
and
performance
declined
in
the
early
1990s4.
 Thanks
to
its
experience Heineken was
able
to
overcome
these
hard
Kmes:
the
brand
introduced
the
“It’s all about the beer” campaign
and
was
able
to
compete
with
domesKc
and
imported
brands.

Several
commercials
began
to
broaden the brand appeal and
caught
the
aaenKon
of
the
Us
audience
 Heineken
has
been
a
constant presence It’s all about the beer.
in
the
US
market,
its
experience
allowed
the
brand
to
overcome difficulties and
its
understanding
of
the
industry
dynamics
resulted
in:
 High Brand awareness  Tradition
 Iconic Brand elements  Quality
(packaging, logo, font)  Premium Beer
 Strong Brand Equity  Imported Beer

16. A New Global Campaign
★
AAer
years
of
campaigns
that
blindly
followed
the
Beer
Industry’s
adverKsing
best
pracKces
chronically
set
in
Bar
and
either
featuring
stunning
model
or
impressive
jokes,
Heineken
has
decided
to
re-­‐focus
its
aaenKon
on
its
global premium image.
★ In
order
to
coordinate
part
of
its
global
communicaKon
it
has
hired
Wieden+Kennedy,
an
agency
with
a
strong
internaKonal
presence,
and
has
launched
an
innovaKve
global
campaign:
“Open Your World”
★
“Open
You
World
is
Heineken’s
cohesive
strategy
that
gives
the
brand
a
global
voice.”
Lesya
Lysyj,
Heineken
USA
CMO2.
Heineken Lager: The Entrance
The Date
Heineken Light: The Handlebar Moustache
The Snakeskin Jacket
Heineken: The Serenade
James Bond Partnership

17. Heineken Lager
 The Entrance and
The Date best
represent
the
efforts
that
Heineken
is
making
to
posiKon
itself
as
a
global
premium
brand,
with
an
innovaKve
campaign
and
leveraging
new
media
consumpKon
paaerns.
 The
Entrance3:
the
main
character
makes
his
entrance
to
a
party.
We
follow
him
from
the
door
to
the
stage
where
he
joins
The
Asteroid
Galaxy.
Along
the
way
he
interacts
with
several
characters,
he
captures
the
aaenKon
of
beauKful
women
and
most
important
he
is
always
in
control
of
his
acKon
and
his
spectacular
entrance
seems
effortless.
 The
Date4:
we
follow
the
main
character
of
this
commercial
as
him
and
his
date
find
their
way
from
the
kitchen
of
the
restaurant
to
the
dance
floor.
The
focus
is
once
again
on
the
successful
acKons
of
the
man,
everyone
knows
him
and
he
seems
to
be
guiding
his
date
in
a
unpredictable
and
exciKng
epic
journey.
 Length,
Style,
PromoKonal
Images
and
Extra
Credit
available
online
have
set
The Entrance and
The Date apart
from
tradiKonal
commercial,
making
them
similar
to
short
film

18. Heineken Light

The
Handlebar
Moustaches
and
The
Snakeskin
Jacket,
the
commercials
designed
for
Heineken
Light
present
the
tagline
“Occasionally Perfect”
in
addiKon
to
the
campaign’s
tagline
“Open
Your
World”.
 Even
though
the
two
situaKons
portrayed
are
different,
the
two
male
characters
embodied
once
again
the
confident,
successful
and
unique
“Male
of
the
World”,
the
new
Persona
that
is
at
the
center
of
the
global
campaign.

The
ads
with
a
balanced
synergy
between
images
and
voiceover
highlight
the
eccentric
“accessories”
of
the
male
characters:
the
Handlebar
Moustache
and
the
Snakeskin
Jacket.
 The
story-­‐lines
want
to
create
a
simple
analogy
between
the
Handlebar
Moustache,
the
Snakeskin
Jacket
and
Heineken
Light:
these
three
elements
may
not
be
the
perfect
fit
in
an
everyday
life
but
they
will,
OCCASIONALLY,
be
perfect.

19. Heineken Consumer
MEN
•
Not
the
typical
beer’s
commercial
guy
 There
is
a
almost
perfect
correspondence
MILLENIAL between
present
Heineken
consumer
and
• Age
21-­‐34
the
Open
Your
World
campaign’s
target
•
40%
are
in
college6
audience.
• 75%
is
on
a
Social
Media
site
 Heineken
is
not
trying
to
capture
a
new
segment
of
consumer.
MULTICULTURAL
• Millenial
is
the
most
 73%
of
its
current
consumers
are
MEN
diverse
generaKon
in
American
History
 The
Index
Vs.
Men
18-­‐34
is
192
MALE of THE WORLD  The
index
Vs.
Twiaer.com
is
1797
• Complex
personality
• Confident
&
Progressive5
• Able
to
navigate
any
social
situaKon

20. Campaign Themes
 There
are
three
major
themes
that
come
back
throughout
the
four
commercials.
Global
Appeal Heineken
has
moved
away
from
the
typical
beer
ad’s
set:
the
Bar.
The
locaKon
of
the
commercial
is
not
clearly
stated
or
easy
to
guess.
Each
of
the
commercial
presents
elements
from
different
conKnents
with
a
subtle
dominance
of
Asian
countries
and
cultures.
Nostalgia Even
though
different
elements
suggest
that
the
ads
take
place
in
the
present
a
clear
Kme
frame
is
not
given.
Moreover
numerous
references
to
a
“Magic”
past
are
juxtaposed
to
the
modern
elements
thus
creaKng
a
nostalgic
and
Kmeless
atmosphere.
Humor
not
Comedy Once
again
the
“Open
Your
World”
campaign
moves
away
from
the,
almost
stereotypical,
beer
commercial
which
main
objecKve
is
to
make
the
audience
laugh.
The
humor
is
present
throughout
all
the
commercials
but
these
ads
are
more
likely
to
make
you
smile
than
laugh.
The
stories,
the
eccentric
characters
and
the
main
actor
acKons
are
the
center
of
the
stage
not
the
same
old
joke.

21. Campaign Message
“You
will
be
a
Man
of
the
“Open
Your
World”
World
if
you
drink
Heineken”
has
to
be
interpreted
as
an
invitaKon
to
explore
your
personality
and
whole
persona.
Strong
AspiraKonal
Element.
Heineken
may
not
be
like
the
actors
in
the
commercial
but
they
would
like
to
be
just
like
them.
“With
this
campaign,
Heineken
recognizes
the
legend
in
all
of
its
drinkers.
Men
who
know
their
way
around
and
recognize
a
fine
beer
Heineken
is
the
brand
of
choice
when
they
taste
one.”
W+K8
if
you
want
to
be
the
hip,
confident
and
progressive
men
portrayed
in
the
commercials.
EmoKonal
Vs.
FuncKonal.

22. Heineken & James Bond
 Heineken
has
a
15
years
long
partnership
with
the
James
Bond
franchise9.
 Heineken
will
be
part
of
SKYFALL:
the
23rd
film
of
the
James
Bond
series.
 2012
marks
the
50th
anniversary
of
the
Bond
franchise.
 Heineken
brand’s
markeKng
program
will,
for
the
first
Kme
in
the
history
of
Heineken
and
007
partnership,
include
commercial
featuring
actor
Daniel
Craig.
 Brand
campaign
will
be
shown
in
more
than
170
countries
and
will
leverage
Heineken’s
recent
deal
with
Facebook
and
Google
to
sKmulate
the
digital
conversaKon.

23. Heineken & James Bond
 In
Heineken’s
global
partnership
with
SKYFALL
James
Bond
will
be
the
new
leading
actor
of
the
“Open
Your
World”
campaign.
 James
Bond
can
be
considered
the
ulKmate
Male
of
the
World:
confident,
trustworthy
but
unpredictable
with
a
complex
personality
that
is
the
result
of
the
past
and
of
the
World
that
surrounds
him.
 The
partnership
with
James
Bond
also
reinforces
the
aspiraKonal
element,
one
of
the
key
feature
of
the
“Open
Your
World”
campaign.
 Heineken
will
not
only
benefit
from
the
media
exposure
that
the
partnership
guarantees
but
it
will
also
be
at
the
center
of
the
conversaKon/buzz
about
Bond
50th
anniversary.

24. The Serenade Heineken
hosted
a
It’s
a
Facebook
24
hours
live
event
ApplicaKon
that
on
YouTube
with
lets
Heineken
fans
couples
interacKng
Serenade
their
with
the
show
and
partners
and
ask
recreaKng
the
them
out
for
a
Date
features
of
the
on
ValenKne’s
online
ApplicaKon
Day10
It’s
the
result
of
It
features
the
the
mulKmillion
$
60’s
Indian
band
contract
that
that
plays
the
Heineken
has
catchy
song
from
signed
with
The
Date
Facebook11
and
Google12
It
tries
to
keep
consumers
engaged
providing
Reaches
the
consumers
It
gives
a
chance
them
a
unique
where
they
spend
most
to
Heineken’s
experience
of
their
Kme:
on
social
consumer
to
be
media
a
“Man
of
the
World”

25. Current Channels
 Websites
 TradiKonal
Media
 heineken.com
 TV
($26MM)
 heinekenusa.com
 Magazines($7MM)
 enjoyheinekenresponsibly.com
 Newspaper($0.19MM)
 heinekenexperience.com
 Outdoor($1.8MM)13
 Facebook
Page
 New
Media
 SEM
 Digital
Display
($0.4MM)
 Twiaer
account
 Facebook
Ads
 YouTube
Channel
 Consumer
generated
Web
Page
 Media
Coverage
(e.g.
heinekenproject.com)
 Ad
Campaign
Viral
online
 @HeinekenLovers
Twiaer
(>11MM
Views)
Account

26. Consumer Perception
Top
Quality
Imported
Premium
Beer
#6
World’s
Most
Admired
Brand
among
Beverages
(CNN14)
Heineken
Brand
Has
grown
more
than
60%
since
2005.
#91
Best
Global
Brand
of
Strong
Taste,
201115.
not
for
everyone.
“…for
me
Heineken
is
the
quintessenKal
beer…”16

27. - US Beer Market -
A Competitive Overview

28. US Beer Market
• Volume:
24
billion
liters17
40%
27%
• Value:
$
40,335
million
• US
Beer
Market
Volume
has
been
shrinking
since
2009
7.8%
6.3%
• Craft Beers brewed
locally
are
becoming
more
popular
in
the
US,
and
are
part
of
the
compeKKon
for
the
major
beer
companies
along
with
wine
and
liquor.
• High
CONSOLIDATION
has
reshaped
the
market;
To
be
able
to
compete
globally
and
create
economies
of
scale18.
• Each
of
the
Top
4
company
has
a
mulKple
brands
por{olio
and
together
they
bring
to
the
US
market
at
least
60 different Brands.
• The
number
almost
doubles
if
we
consider
other
Imported
Brands,
Brands
from
smaller
Brewers
and
CraAed
Beer.
• Level
of
compeKKon
is
high
and
the
market
is
highly
saturated18.

29. Who are Heineken competitors?
Based
on
their
US
Sales,
Consumer
Profile
and
CommunicaKon
Effort
Heineken
4
biggest
compeKtors
are:
• #2
Selling
Beer
in
the
US
• Only
brand
that
sKll
focuses
• #1
Selling
Beer
in
on
freshness
the
US
• #3
Selling
Beer
in
the
US
• Massive
media
push
to
support
the
• #1
Imported
Beer
most
iconic
ABInbev
brand.
•
Most
direct
compeKtor
of
the
4
And
they
are
all
fighKng
for
the
same
type
of
guy…

30. Beer Drinker: Stereotype Vs. Reality
For
years
beer
commercial
were
all
about
the
following
equation:
When
sales began to decrease and
beer
started
losing
consumers
to
wine
and
other
drinks
that
are
both
healthier
and
more
sophisKcated
beer
brands
were
forced
to
take
a
beaer
look
at
their
consumer
profile
and
understand a more complex persona.
 College
Educated(118)
≠
Frat
Boy
 63%
Men
 Mid
to
High
Income
 Age
21-­‐34
(132)
 $
150
K
(129)
 $75K-­‐$149.9K
(115)
 Sport
Fan
 More
than
sports
 ESPN(123)
 Wired
(134)
 NFL
Network(125)
 Tripadvisor.com(124)
 Foxsposrts.com(134)
 Wsj.com(148)
 TwiTer.com(115)

31. " #
1
Imported
Beer
in
the
US20
" The
tradiKonal
associaKon
with
Mexican
sunny
beaches was
limiKng
the
brand
to
a
“VacaKon
Beer”
" “Find Your Beach” global
campaign
to
“expand”
the
posiKoning
of
the
Brand.
" BRAND IDEA:
Corona
is
the
beer
of
choice
for
those
moments
when
you
finally
take
the
mind
off
and
relax;
even
if
it’s
just
for
a
few
hours.
" One
of
the
few
brands
that
includes
women
in
its
commercial
without
objecKfying
them.
" Emotional
vs.
FuncKonal,
the
brand
wants
to
be
associated
with
feelings
of
relaxation and peace,
commercials
reinforce
the
message
through
copies,
colors
and
background
music.

32. Channels
" Newspaper
$647
K21
" Outdoor
$1,103
K
" Facebook
Page
-­‐
1M
fan
" TV
$41,278
K
" Online
Store
" Online
$815
K
" Website
www.corona.com
" Media
Buzz
about
Owned
Event
" Consumer
generated
Product
Review
on
YouTube
" Owned channels,
in
parKcular
the
Facebook
" Integrated channel selection to
page,
keep
the
consumer
engaged
invite
them
to
support
new
coherent
posiKoning
post
pictures
of
their
own
beach
and
offers
prizes
to
sKmulate
consumers’
interacKons
with
the
" TradiKonal
Paid Channels were
key
brand.
to
launch
the
tagline
“Find
Your
Beach”
" Thanks
to
event
similar
to
the
Times Square
“Pop-up” Beach,
Corona
Earned
media
coverage
and
consumer
interest.

33. " #1
selling
beer
in
the
US22
" It’s
growth
has
slowed
down
since
2009
and
as
a
brand
it
is
struggling
to
find
a
clear
posiKoning.
" BRAND IDEA:
effort
to
step
away
from
the
“sophomoric”23
posiKon
and
try
to
appeal
to
a
more
sophisKcated
audience.
The
simple
tag
line
“Here
we
Go”
despite
being
catchy
may
not
be
powerful
enough
to
reposiKon
the
brand.
" Emotional
vs.
FuncKonal,
connecKon
with
good
Kmes
with
friends
and
new
addiKonal
emoKonal
element
with
the
“Here
Weego”
ads
and
its
support
to
rescue
dogs.
" To
protect
and
reinforce
its
number
one
posiKon
in
the
Us
market
Bud
Light
heavily
invests
in
sport sponsorship.
" It
is
the
official
sponsor
for
the
NFL,
aAer
signing
a
six-­‐
years,
$1.2
billion
contract.
" Bud
Light
is
also
UFC
official
sponsor.

34. " Magazines:
$4,692
K24
" Newspapers:
$199
K
" Outdoor:
$5,555
K
" Website
www.budlight.com
" Online:
$5,907
K
" Facebook
2.5
M
fan
" TV:
$18,9442
K
" Online
Store
" Media
and
consumer
interest
before
and
aAer
the
Super
Bowl
" Fan
generated
Youtube
videos;
commercial
going
viral
and
videos
of
BudLight
sponsored
events
(i.e.
Bud
Light
Fan
Camp)
" Bud
Light
tries
to
integrate sponsored events
" Bud
Light
had
Massive
presence
and its media presence especially
through
digital
during
the
2012
SuperBowl,
the
media;
the
facebook
page
is
one
of
the
few
that
“Rescue
Dog”
ad
was
one
of
the
top
presents
specific
secKon
for
the
different
“events”.
commercial
and
guaranteed
brand " The
associaKon
between
beer
and
sports
is
well
exposure for the weeks that
known
in
the
industry
and
Bud
Light
has
guaranteed
followed the event.
itself
a high exposure with the male target
through the sport sponsorships.

35. " In
2011
has
become
#2
Beer
in
the
US
surpassing
Bud25.
" BRAND IDEA:
it’s
focused
around
the
physical
aaribute
of
freshness
as
proven
by
the
tagline:
“World’s most refreshing
Beer”26
" Functional
vs.
EmoKonal;
one
of
the
few
big
brands
that
bases
its
posiKon
on
a
tangible
“brand
promise”:
freshness.
" Two
“comical”
commercials
featuring
Ice
Cube
and
a
can
of
Coors
Light
in
a
Cold Challenge
reinforce
the
beer
current
posiKoning.
" The
packaging
has
been
modified
and
has
now
“cold”
and
“super-­‐cold”
indicator.
" AAer
years
of
sponsoring
the
NFL
Coors
has
lost
the
contract
to
direct
compeKtor
Bud
Light.
" Coors
connects
with
its
consumer
base
by
sponsoring
the
NHL;
as
part
of
the
sponsorship
the
pre-­‐game
news
are
called
Cold Hard Facts.

36. Channels
" Magazines:
$4,004
K27
" Outdoor:
$90,065
K
" Newspaper:$242
K
" Website
www.coorslight.com
" Online:
$9492
K
" Facebook
1.3
M
fan
" TV:
$90,065
K
" Twiaer
" Online
store
" Users’
Generate
Twiaer
Account
“Coors
Light
Fans”&
“NJ
Coors
Light”
" Media
Buzz
about
Ice
Cube’s
ads;
mixed
reviews
" The
commercials
featuring
Ice
Cube
caught
the
aaenKon
of
very
diverse
audiences
and
had
mixed
reviews.
" Coors
Light
has
chosen
Jean
Claud
Van
Damme
for
its
controversial
commercial
in
Europe,
once
again
aaracKng
the
interest
of
the
media.
These
may
be
a
sign
of
a
specific
company
strategy
that
seeks
to
leverage
the
media
aaenKon
by
creaKng
“unique”
adverKsement.

37. " A-­‐BInbev
Most
iconic
Brand
has
slipped
to
#3
selling
beer
in
the
US
and
is
losing
sales
both
to
imported
and
domesKc
beers.
" BRAND IDEA:
Budweiser
is
strongly
associated
with
both
American
history:
“The Great American Lager”,
“The King of Beers” and
good
Kmes
“Great Times are always waiting”.28
" Emotional
Vs.
FuncKonal,
Bud
is
trying
to
leverage
the
patriotic
feeling of
its
American
drinkers.
" The
EmoKonal
appeal
was
dominant
in
their
commercial
for
the
2012
Super
Bowl
which
showed
how
Budweiser
has
been
present
in
every
happy
moment
in
American
history
(e.g.
the
end
of
the
war).
" Budweiser
also
invest
in
sport
sponsorships
and
is
now
the
official sponsor for MBL,
once
again
tying
its
image
to
one
of
the
most
popular
sports
in
the
US.

38. Budweiser Channels
" Magazines:
$
1551.1
K29
"
Branded
Reality
show
“ The
big
Kme”
" Outdoor:
$598.5
K
" Mobile
applicaKon
“ Truck
your
Bud”
" Online:
$
2015
K
" Website
www.buweiser.com
" TV:
$70,909
K
" Facebook
1.7
M
fan
"
Media
buzz
about
unique
communicaKon
tool
(i.e.
reality
show)
" Consumer
generated
Product
review
on
YouTube
" The
launch
of
the
digital
campaign
“ Track
your
Bud”30
represent
Bud
effort
to
connect
with
its
audience
with
the
medium
they
use
the
most.
" The
applicaKon
let’s
drinkers
trace
the
beer
back
to
one
of
the
12
US
breweries;
coherently
conveying
Budweiser’s
American
heritage.
" The
branded reality show31 on
ABC: “The Big Time” gives
Contestants
a
shot
at
their
dream
(e.g.
pitch
for
the
Yankees)
" It’s
a
new
form
of
Branded Entertainment,
guarantees
brand
exposure
and
Kes
the
brand
with
the
its
consumer
lifestyle
and
builds
an
emotional connection with
them.

39. Heineken Vs. The Rest
Heineken’s
compeKtors’
commercials
have
the
beer
as
the
focal
center.
The
beer is the
protagonist of
the
acKon.
Heineken’s
ads
are
fancy
and
modern
but
the
beer is lost
in
their
narraKve.
Heineken
should
increase the exposure of
the
beer
in
its
commercial
and
include
a
stronger call to action.
A
multiple channel strategy
is
a
common
denominator
for
these
Brands.
Every
one
of
them
is
trying
to
create
a
coherent image through
Online
&
Offline
media;
Brands
are
leveraging
the
synergies among paid-owned-earned channels and
are
engaging
with
consumers
thanks
to
“push-­‐pull”
communicaKon
techniques.
Heineken’s
has
signed
two
important
contracts
with
YouTube
and
Facebook,
contracts
that
should
allow
an
effective integration of digital media in
their
future
campaign.
Offline
global
campaign
to
cohesively
posiKon
the
brand
in
the
different
markets.
Heineken
has
to
improve
its
channel
mix’s
ability
to
engage
with
consumers
and
to
stimulate
their
contribuKon
in
creaKng
Heineken’s
image.

40. Heineken Vs. The Rest (Cont’d)
Sport
sponsorship
are
crucial
for
the
three
domesKc
beers
and
help
them
to
connect
with their consumers lifestyle and
guarantee
high
exposure
for
the
brands.
Heineken’s
does
sponsor
the
US
Open
but
it’s
missing
a
sponsorship
that
connects
with
the
US
consumer
lifestyle.
Heineken
should
find sponsorships to connect with the US consumers.
Not
necessarily
sports
but
also
entertainment
and
other
type
of
events.
FuncKonal
appeal
Prizes
and
compeKKon
to
has
some
sKmulate
social
media
potenKal
interacKons
Unique
branded
communicaKon
Good
causes
can
help
your
brand
connect
with
consumers

41. Barriers

42. Heineken direction
 Heineken
will
consolidate
its
presence
in
the
five
conKnents32.
 A
special
focus
will
be
on
Middle East
and Asian market
since
they
are
expected
to
post
the
highest
growth
in
2011-­‐201632.
 Heineken
has
decided
to
introduce
a
new
global
campaign
for
its
flagship
brand.
 Heineken
global
focus
may
cause
a
disconnect
with local market such
as
the
US.
 Find
the
right balance between
“Think
Global,
Act
Local”
 There
is
a
lost connection with
the
US
consumers.

43. Heineken & the lost-connection
 The
US beer market is shrinking33 and
compeKKon
from
subsKtute
products
is
increasing
but
premium lager beers
are
expected
to
outperform the market32.
 Heineken
has
a
chance
to
stay
relevant
in
the
US
and
gain
market share.
 Despite
its
numerous
campaign,
Heineken
has
not
found
a
successful
and
long
lasKng
positioning for the US market.
 Heineken
has
to
find
a
way
to
emotionally connect with
the
US
consumer
base.
 Heineken
scaaered
sponsorships
and
promoKons
in
the
US
are
not
enough.
 From
share of heart to
market
share.

44. Heineken barriers
 If
Heineken
wants
to
create
a
meaningful
connecKon
with
the
US
consumers
it
has
to
consider
and
find
a
way
to
overcome
these
barriers:
Fierce Competition
 Domestic brands leverage
scale
economies,
and
emphasize
their
US
personaliKes
through
massive
sport
sponsorships34.
 Imported beers are
finding
new
successful
posiKoning
(e.g.
Corona
&
HK
owned
Dos
Equis)
Heineken Perception
 Heineken is
perceived
as
a
beer
for
special
occasion.
 Not
the
everyday
type
of
beer.
Trends’ threats
 Environmental
conscious
consumers
may
be
against
imported
beer
because
of
their
CO2
impact33.
Channel complexity
 The
digital
media
have
impacted
the
Us
Beer
market
and
force
brands
to
compete
in
a
fragmented
landscape.

45. Media Channels

46. Beers and Digital Media
★ The
impact of digital media on
the
Beer
Market
is
parKcularly
evident
if
we
consider
the
evolution of brand communication
and
its
main
channels.
★ In
the
past,
a
coherent and strategic presence on
tradiKonal
media,
an
up
to
date
packaging
and
few
branded
gadget
were
enough
to
connect
with
consumers’
lifestyle.
★ One to many communication; communicaKon
was
totally
controlled
by
the
company.
★ Digital
Media
have
created
a
Digital world of
opportunities,
brands
that
will
be
able
to
understand
and
leverage
all
the
different
touch
points
will
succeed
and
will
build
emoKonal
relaKonship
with
consumers
desKned
to
last.
★ For
beer
brands,
digital
media
are
a
crucial
tool
in
supporting emotional brand idea because
of
their
close
connecKon
to
consumers
and
to
their
lifestyle.
★ Two Way CONVERSATION;
consumer
interacKon
with
the
brand
and
earned
channel
highly
valued.

47. With great channels
come great opportunities
★ Digital
Media
have
fragmented
the
channel
landscape,
as
a
result
of
this
phenomenon
the
creaKon
of
an
integrated channel mix is
now
one
of
the
biggest challenge that
a
brand
has
to
face
to
efficiently
deliver
its
brand
idea.
★ Understand
the
difference
between
tradiKonal
and
social
media:
Heineken
has
to
understand
that
social
media
are
not
just
another
channel
where
the
brand
can
PUSH
its
adverKsing
but
should
be
pla{orm
for
an
ongoing conversation with
its
consumers35.
★ Heineken has
to
create
a
coherent
image,
engage
with
its
consumers
and
find
new
way
to
stimulate
user
generated
content.
★ Understand
and
leverage
the
strengths
of
the
different
channels
and
their
dynamics
(e.g.
Consumers
are
more
likely
to
comment
non-­‐promoKonal
Facebook
posts
rather
than
promoKonal
ones35).
★ Heineken has
to
be
where
its
consumers
are
and
provide them some utility,
consumers
will
engage
with
branded
content
if
they
perceive
there
is
something in it for
them.

48. Key Considerations
Defend market share form
increasing
compeKKon
of
CAMPAIGN OBJECTIVE
both
imported
and
domesKc
beers
US
consumers’
perception
that
Heineken,
as
a
premium
MAJOR BARRIER
imported
beer,
is
not
for
“everyday”
consumpKon
Show
how
every day has its premium moment,
give
SOLUTION
Heineken
a
more
approachable
personality
KEEP IN MIND
1. Because
of
a
fragmented media environment media
selecKon
should
efficiently
leverage
media
properKes
with
inventory
on
mulKple
pla{orms
2. Target
Audience
needs and media consumption patterns:
 Highly
Mobile
GeneraKon36
 Tech
Savvy
 MulK
pla{orm
media
consumpKon

49. Channels Selected
TV
Mix
of
Sports,
Lifestyle
and
News
channels
to
appeal
to
this
complex
Persona.
 ESPN37
 Comedy
Central
 CNN  IFC
Magazines
Select
magazines
that
have
a
digital
ediKon
to
meet
the
need
of
a
target
audience
that
is
always
on
the
go.
 Traveler37
 Wired
 GQ
 Forbes
 Men’s
Health
 Sport
Illustrated
Display Advertising
Maximize
brand
exposure
on
those
websites
that
are
more
relevant
for
Target
Audience.
Mobile
adverKsing
to
be
included.
 Wsj.com37
 Tripadvisor.com
 ESPN.com
 Cnn.com
 Hulu.com
 NyKmes.com

50. Channels Selected
Company Website
 Use
the
Website
as
a
Hub
for
the
other
online
iniKaKves.
User
will
be
able
to
create
a
profile,
parKcipate
in
contests,
HK.com upload content that
will
then
be
leveraged
through
other
company
channels
and
iniKaKves
(crowd-­‐sourcing).
 Create
Mailing List to
re-­‐target
Heineken
Consumers
with
special
promoKon
and
to
provide
useful
content.
Social Media
 Youtube:
Upload
video,
sKmulate
target
audience
to
create
their
own
and
feature
them
on
the
Heineken
Channel
 Facebook:
collect
fan
picture
of
their
“premium
moments”,
post
content
that
the
target
audience
will
find
relevant
not
only
promoKonal
posts38.
 Twitter:
give
the
brand
a
voice
and
a
personality,
comment
on
sport
events,
relevant
events,
again
not
only
promoKonal
tweets.

51. The Consumers’ Pathway
TV Awareness
Magazines
Display Ad Mobile Ad
Website
Consideration
Tweet of the day
Packaging
Acquisition
Retention Facebook App.
Youtube Channel
User Profile
Facebook
Loyalty

52. Bibliography
1. “The
History
of
Heineken.”
Heineken
Interna+onal.<hap://www.heinekeninternaKonal.com/content/live//files/downloads/
History_of_Heineken.pdf>
2. Lafayeae,Jon.
“Moving
Ads
from
Theaters
To
Web
to
TV
Opens
Their
World”.
Broadcas+ng&Cable.
Sep
26,
2011.
3. Social
Trooper.
“Heineken’s
The
Entrance
video
goes
viral,
supported
by
Facebook.”
Social
Medianaires.
Jan
14,
2011.
<hap://
opKmalbranddevelopment.com/blog/heinekens-­‐entrance-­‐video-­‐viral-­‐supported-­‐facebook/>
4. Duncan.
“Heineken
The
Date”.
The
Inspira+on
Room.
June
5,
2011.
<hap://theinspiraKonroom.com/daily/2011/heineken-­‐the-­‐
date/>.
5. Lafayeae,Jon.
“Moving
Ads
from
Theaters
To
Web
to
TV
Opens
Their
World”.
Broadcas+ng&Cable.
Sep
26,
2011.
6. PewResearchCenter.
“Millenial
A
portrait
of
GeneraKon
Next.
Confident
Connected
open
To
change.”
Feb
2010
7.
“Fall
Product
2010
–
Heineken
in
the
last
6
months.”
Mediamark
Reporter
MRI+.
Feb
2012.
8. Wieden+Kennedy.
“Heineken
Open
Your
World”.
Agency
Work.
Jan
12,
2011.
<hap://www.wk.com/campaign/
open_your_world>
9. SebasKan,
Joseph.
“Heineken
to
use
James
Bond
to
sKr
the
digital
ConversaKon”.
Marke+ng
Week
(Online).
Feb
8,
2012.
10. “Heneken
unveils
ValenKne
app
in
markeKng
refocus”.
Marke+ng
Week.
Feb
2,
2012.
:
6.
11. “Heineken
Announces
global
partnership
with
Facebook.”
Marke+ng
Weekly
News.
Dec
31,
2011.
:
627.
12. Van
der
Meulen,
Anna
Marij.
“Heineken
Makes
Deal
With
Google
in
Social-­‐Media
Push.”
Wall
Street
Journal
(Online).
June
30,
2011.
13. Kantar
Media.
“Heineken:
Imported
Beer.
Media
Mix.
YTD”.
AD$pender
Database.
Feb
2012
14. CNN
Money.
“World’s
Most
Admired
Companies”.
2011.
<hap://money.cnn.com/magazines/fortune/mostadmired/2011/
snapshots/6918.html>
15. Interbrand.
“Best
Global
Brands
2011”.
Oct
4,
2011.
<hap://www.interbrand.com/en/best-­‐global-­‐brands/best-­‐global-­‐
brands-­‐2008/best-­‐global-­‐brands-­‐2011.aspx>
16. BeerAdvocate.
“Heineken
Lager
Beer
Profile”.
User
Comment.
Jan
26,
2012
hap://beeradvocate.com/beer/profile/81/246
17. Mintel
Global
Market
Navigator.
“Beer
–
US
–
A
Snapshot”.
December
2011
18. IBISWorld
Industry
Report.
“Breweries
in
the
US”.
19. MRI.
“Fall
2010
Product
–
Any
Beer/Ale”.
March
2012
20. Company
Website
www.corona.com
21. Kantar
Media.
“Corona
Extra:
Imported
Beer.
Media
Mix.
YTD”.
AD$pender
Database.
March
2012
22. Company
Website
www.budlight.com
23. Arnold,
Tim.
“How
Bud
Light
Can
Get
Back
to
Selling
Beer.
An
In-­‐Depth
Look
at
the
New
(Old)
Rules
of
Beer
MarkeKng”.
Adver+sing
Age.
October
23,
2011
24. Kantar
Media.
“Bud
Light:
Beer.
Media
Mix.
YTD”.
AD$pender
Database.
March
2012