- 3 largest ads campaigns of Heineken: Sponsorship of C1 cup, Cities of the world and Countdown party. - in consumption of Consumer Behavior

1. Minh Tri & Huu Quoc

2. OUTLINE
I. Introduction
 About Company
II. Advertising Campaign
 UEFA Champion League
 “Cities of the World”
 Countdown Party
III. Conclusion
 See from Heineken advertising campaign
IV. Reference

3. I. Introduction
Company
• In1863, when Gerard Adrian Heineken acquired De
Hooiberg brewery in Amsterdam- Netherlands.
• 1873, official Heineken brand was born
• the first foreign beer imported into the US in 1933
• Heineken under strong market penetration in Asia in 1936
• Heineken has confirmed its leading position as the famous
beer in the world, is present in 170 countries with 120
factories in more than 60 countries

4. II. Advertising Campaign
Sponsorship of UEFA Champion
League
• Scale: the world
• Time: Since 2005. New 3 years contract
from 2012 to 2015.
• Location: All communication network,
Stadium,…

6. II. Advertising Campaign
All men like to drink beer
Almost men love football
Awesome time in men’s
life is drinking beer while
watching football

7. Sensory inputs
Sights
• Communication channels:
social networking, website
ads, youtube, TV commercial
• Stadium
• Fashion
• Commercial Board
• Celebrity
Sounds
• UEFA Champion League
Theme Song
• Shout of encouragement
• Feeling when the middle of
September

9. II. Advertising Campaign
Encode the information and store in
brain
• 9 months per year
• Eager to watch next Champion League
season
• Stimuli women
• Men – Football – Champion – Heineken

10. II. Advertising Campaign
Cities of the World
• Scale: all around the world
• Name the city in Heineken bottle
• Gift for customers
• Connecting people

12. II. Advertising Campaign
Countdown Party
• Scale: the world
• Time: April 8, 2014
• Location: Heineken Countdown Hanoi
party
• Form: the highlight of the
program is the party music in Ha
Noi every year.

14. III. Conclusion
Advertising Campaign Style
• Advertising style always change ove
r time.
• Great creativity in the advertising ca
mpaign
• Carry the clear message in each ads
• Focus on target customers
Great at using consumer
behavior
• Make customers remember
• Keep their messages in customers’s
mind

15. III. Conclusion
- Every campaign spread in a very large
scale: the world
=> The international attitude of Heineken
Brand.

16. IV. Reference
• https://www.heineken.com
• http://www.uefa.com/uefachampionsleague
• http://www.slideshare.net/jin88lin/heineken-case-
study-analysis-presentation
• http://thenextgag.com/heineken-reveals-global-
uefa-champions-league-campaign/

17. IV. Reference
• https://www.heineken.com
• http://www.uefa.com/uefachampionsleague
• http://www.slideshare.net/jin88lin/heineken-case-
study-analysis-presentation
• http://thenextgag.com/heineken-reveals-global-
uefa-champions-league-campaign/