1. Research found that the Brazilian beer market was growing in specialty beers as consumers looked to explore new tastes, and Hoegaarden was well positioned as a premium imported beer at an accessible price point. 2. The target consumer was identified as urban males aged 25-40 who had achieved some success and were looking to treat themselves occasionally with a unique beer. 3. The communication strategy focused on positioning Hoegaarden as a beer that celebrates personal evolution and encourages consumers to evolve their tastes too.

1. PRODUCT LAUNCH
2007/2008

2. HIGHLIGHTS
1. The achievement of a behavioural insight that was
reinforced by a physical attribute that I’ve noticed at
product’s exclusive cup.
2. The proposal of a comprehensive Communications
Strategy to construct the desire positioning.
3. A hands-on research that deep dived into the Brazilian
beer market, mapping competitors, analyzing drivers and
understanding consumers.

3. CHALLENGE
How to position and communicate Hoegaarden?
Premium beer
imported from Belgium,
with distinctive composition
and taste.

4. RESEARCH
After a deep dive into the category, surveying consumers and
observing their behaviour as a way to understand the market,
its players and drivers, we found out that:
The average Brazilian was learning to enjoy distinctive beers.
Special Beers share - Brazilian market :
2,3% 5,3% 6,8%
- regular
(popular)
2001 2006 2007
- special
(Premium +
Source: Nielsen – site Ambev Super Premium)

5. MARKET
The Premium Beer market had
many different competitors,
therefore the need of a
distinctive positioning.
Pubs were responsible for 58%
of the category’s distribution.

6. DRIVERS
1. Suggestion “Someone suggested me, saying it is good”
2. Status/ Self-gratification “It’s cool, the glass is unique. I do deserve
it, it’s how I treat myself.”
3. Availability “Because it’s available/ being served.”
4. Imported “Way better than domestic.”
5. Price “It ‘s affordable/ It’s on my price range”
“Itʼs not the beer itself... itʼs about being seen as different... thatʼs the real
deal with Premium Beers. Itʼs a personal upgrade."
Rodrigo – Consumer

7. CONSUMER
We’ve also identified two distinctive consumers:
Newbie: Regular:
•Stepping into the market. •Volatile – Promiscuous
•Drinks Premium Beers, looks for •Regular drinker, knows beers’
better quality. heritage and uniquenesses.
•Drinks Super Premium Beers once •Looks for new experiences,
in a while – Learning factor new tastes – cultural enrichment.
•Looks for new experiences,
new flavours.

8. TARGET
And, based on their behaviours, picked our target.
Newbie: Regular:
•Stepping into the market. •Volatile – Promiscuous
•Drinks Premium Beers, looks for •Regular drinker, know beers’
better quality. heritage and uniquenesses.
•Drinks Super Premium Beers once •Look for new experiences, new
in a while – Learning factor tastes – cultural enrichment.
•Looks for new experiences,
new flavours.

9. PRODUCT
Hoegaarden had the right price and a taste that was unique
enough to be positioned as “your first Premium beer”.
Price x Segment
PRICE
POPULAR REGULAR SPECIAL
First Step into category

10. CONSUMER INSIGHT
The Premium Beer consumer is someone who has achieved
some professional and personal results, who has conquered
some space and is now a bit different from
what he/ she used to be.
Someone who, like a diamond, has been “crafted by life”.
A - B+, 25 - 40, mostly men, urban.
Drink to taste and enjoy its flavour, not to
get drunk.
Acknowledge the added value of the
product and agree to pay more for that.

11. PRODUCT INSIGHT
We also noted that
Hoegaarden’s exclusive cup
is built with a six-sided body
and bottom.
Instead of rounded
watermarks, and different
from all the other Premium
Beers’ cups, this one leaves
“crafted” water stains.

12. COMMUNICATION
INSIGHT
If you’re no longer the same,
why does your beer have to be?

13. COMMUNICATION
STRATEGY
POS ATL
- Bottle Tie, Stopper - Films - TV and Theatre
and Shelf Tags - Press
- Exhibition Display - Manly Magazines
- Cross Merchandising
POConsumption BTL
- Coasters and Bucket - Blitz at Corp.
- Pub Merchandising - Trial tastings through
- NewAd and Mirror mailing
AWARENESS
- Hexagonal Table - Tasting Booth
- Brand Ambassadors
- Aspirational Brands
- International Flights
- Bloggers

14. CREATIVE
DEVELOPMENT
When you evolve, the world evolves with you.
Hoegaarden – It is great to evolve!

16. Years and years to
master the perfect
combination and here
comes John Doe with
an ordinary cup.
It is great to evolve.

17. FINAL
CONSIDERATIONS
1. This project was developed as part of the Miami Ad School
Account Planning Bootcamp.
2. Despite being theoretical, it was based on a real brief
conducted by Hoegaarden’s Product Manager, from AmBev.
3. The entire study took 3 weeks to be developed by a team
of 3 Account Planning students.
4. The Creative development, led by two Creative students,
did not reflect our desired positioning but had to be
presented “as is”, as part of their evaluation.

19. ROBERTO FARIA
creative planner
www.robertofaria.com