Heineken > Brand Case Study

Heineken > Brand Case Study

Marcoms Strategy > Global/Local
2008
Heineken > Brand Case Study

Contents

Executive Summary control functions:

Methodology TV - media

The Visual Identity

radio - media
Architecture, Product, Brand, Typeface and Colour
The Brand press

Challenge, Logistics, Agency Structure, Global/Local

poster / billboard
Distribution, Themes and Endlines
Above The Line Global Marcoms Themes and Trends www

Internationalism, Premium Quality & Enjoyed Together

online ad
Key Market Analysis
Australia, Brazil, China, France, Russia, UK & USA Non-traditional-media

Initiatives, Spaces and Platforms further documents

Sport, Film and Music
Conclusions
Please click on all images with a
Appendix: control function icon (above) to
play creative or hyperlink to
Contacts, Credits & Translations website.
This reports is best viewed online
Heineken > Brand Case Study

Executive Summary > Heineken

Iconic Brand:
Heineken is recognised the world over, and its global identity is reinforced
through a marcoms strategy that enforces consistent use of familiar brand
identifiers

Centralised/Decentralised approaches:
Key priority is to ensure that the brand stays relevant to a young adult
market around the world
This prioritisation is driven by a belief that the core target market is not
globally homogenous and therefore local markets require freedom too
Essentially the Heineken brand is created centrally, activated locally – but
evidence suggests this may change

Umbrella Concept:
There is no specific concept or tagline that belies the communication
strategy, but there are major themes such as internationalism, premium
quality and ‘enjoyed together’ that feature heavily

Ownable Spaces
To create cut-through, the brand invests heavily in sponsorship and creates
its own events across three cultural platforms: sport, music and film, where
these themes are also brought to life
Heineken > Brand Case Study

Methodology > Approach to Analysis

Analysis of 1000+ Heineken ads worldwide - monitored from 2007-YTD

Across all media (TM + NTM) and key cultural platforms (sport, music and film)

Outline global/local brand marketing structure

Analyse potential structural impact on global marcoms strategy

Identification of key brand themes & global v local integration

Exploration thematic expression via cultural platforms

Outline global marketing mission

Outline of ‘centralised vs & local’ coms balance
Heineken > Brand Case Study

The Visual Identity

Heineken > Brand Case Study

The Identity > Architecture

Brand architecture:
Globally consistent, coherent, disciplined and rigidly enforced
Heineken > Brand Case Study

The Identity > Brand

Two logos - Authenticity & Star-Heineken:

Authenticity logo communicates/reinforces brewing quality, heritage and

authenticity: primary application area is direct beer related items

Star-Heineken logo communicates/reinforces ‘modernity’ and ‘vitality’: used in

marcoms, sponsorships, merchandise & packaging

Visual relationship between all elements always fixed – eg Star-Heineken never

used without the star and the star may never be used in isolation
Heineken > Brand Case Study

The Brand
Heineken > Brand Case Study

The Brand > Challenge

Tradition:
Consistency of the brand’s legacy and vision is vital to brand marcoms

Targeting:
Understanding young adult consumers (core aged 18-25) around the world is key
Brand is aware of rise of popularity of mixers and other drinks in this market

Global:
A worldwide brand without compromise
Internationalism embraced

Local:
Doesn’t believe in strictly uniform global young adult big city/urban culture
Believes these young adults are not a homogenous international target group
Believes they're interested in international brands, but remain strongly attached
to their personal cultures and origins

Challenge:
Consistently inspire across a global platform, but stay personally/locally relevant
Today’s modern consumers reject intrusiveness and uniformity
They now have the information/tools/power to give meaning & content to brands
Heineken must continually reinvent itself to succeed with its core target group
Heineken > Brand Case Study

The Brand > Global > Values, Themes & Messages

Corporate
Pioneering People & Respect
Spirit Variety
Strong perspectives All types/varieties Honest/Transparent
Unusual point of view All countries/ethnicities Natural colours/imagery
Unique horizons & But all share one Authenticity
perspectives Heineken culture No manipulation

Internation- Premium Social

Brand

alisation Quality Enjoyment

Globalisation Of product & brewing Emotion
Broadening horizons Of company and values Expression
A unifying brand Gloss & sharpness Animation & Vitality
A leader in the race Close-ups & details Motion & colour

ATL avoids the flat, static, perspective-free, out-of-focus, vague and over-manipulated
Heineken > Brand Case Study

ATL Global
Communication Themes
and Trends
Heineken > Brand Case Study

ATL Global Communications Themes and Trends > Internationalism

Russia
3

Singapore Poland

Europe and Asia

China Austria
USA
Heineken > Brand Case Study

ATL Global Communications Themes and Trends > Internationalism

The world’s unofficial beer // Serving the planet

Internationalism is probably the most prominent of the three brand themes -
driven heavily by central marketing, but also expressed locally

Clearest global interpretation of the theme is found in the idents for the
Champions League sponsorship (see page 45, 46 & 47) that provide the brand
with its largest centrally controlled platform to consistently communicate its
most important value/theme

From these executions and other central offerings, it is clear that the global
marketing team wants ‘internationalism’ to be expressed through multi-
culturalism, pluralism and a sense of homogenised brand stature that
reinforces global iconicism: that the brand is as big in Argentina as it is in
Amsterdam, part of global language and a recognised currency

At the local level internationalism has also been communicated to express a

sense of sophistication or heritage. But this approach is more reflective of an
aspired lifestyle or image for the target consumer than a celebration of inter-
connectedness through the brand
Heineken > Brand Case Study

Key Market Analysis

Heineken > Brand Case Study

Key Market Analysis > Australia

One of a Kind
Australian commercials give the brand a more modern and cooler edge than
found in most markets, but emphasises specifically that Heineken is a unique
brand
The Keg product in particular is promoted through technology and sophistication
in order to respect the target consumers’ accomplished sense of taste in this
sector
Heineken > Brand Case Study

Key Market Analysis > Brazil

1 2 3

Diplomatic Relations with your Palette

Heineken’s iconic green bottle branding features strongly in Brazil, where its
internationalist values feature strongly (rather than European heritage)
The beer’s composition, of natural ingredients, is also prominent
The communication is less focused on ‘together’, with even keg communication
being more individualistic
Heineken > Brand Case Study

Initiatives, Spaces &

Platforms
Heineken > Brand Case Study

Initiatives, Spaces and Platforms

Non ATL Engagement

The brand has worked to create significant equity in three key cultural spaces
to engage young adults
They are event or PR-led with people coming together to bring to life the
brand’s ‘meet you there’ ethos

Sponsorship and Property Creation:

Heineken works closely with some of the world’s biggest rights holders to
create major sponsorships
Also creates its own properties centrally and locally
Examples

SPORT MUSIC FILM

UEFA Champions Heineken Music Portal James Franchise

League (Football) Heineken Thirst Studio Bourne Franchise
Heineken Cup (Rugby) Heineken Greenspace
Rugby World Cup 2007 Heineken Redstar
Heineken > Brand Case Study

Initiatives, Spaces and Platforms > UEFA Champions League > Global

Global
Champions Planet is the global microsite for the sponsorship
News updates, results and other information about Heineken’s sponsorship in
each country located here – a simple international digital reference point
Heineken > Brand Case Study

Initiatives, Spaces and Platforms > Film

Key Activation themes

Heineken sees film as an area it is possible to expand in owing to a lack of
brands in the space at present – but it is riddled with complications and
limitations, with regional laws varying on how alcohol can be used in film, a
lack of natural on-trade environment associated with the past-time and less
structured rights available from rights owners than in sport or even music
However, clearly Heineken’s strategy is to reinforce its iconicism through
major character-led franchises such as Bourne and Bond that also express a
strong international flavour, especially in Asia where these associations
seems to be most widely promoted
It is understood that the film strategy costs the brand a 6 figure sum annuall
"Film is so universal. It tends to be positioned as premium, up-market and aspirational
entertainment,“ Chris Carroll, Brand Experience

Premium Character
Iconicism International
 Heineken > Brand Case Study

Initiatives, Spaces and Platforms > Heineken Music

“ Heineken has a long-standing commitment to

supporting and creating music experiences that enable
us to connect with our consumer
- Andy Glaser, Brand Director ”
“Heineken recognizes the universality of music and its
unique ability to make a meaningful and lasting
connection with our core consumers
”
- Chris Carroll, Global Brand Experience Director

Heineken Music:
Music is a vital on-trade platform for Heineken globally
Focused on experience and credibility, it bravely inhabits more niche music
genres targeting a discerning young adult clientele and sub-cultures
 Credits:
Heineken > BrandLead Analyst – Dan Southern / Director - Jeremy Edwards
Case Study
Contact details: Xtreme Insight, Xtreme Information, 45 Foubert’s Place,
London W1F 7QH. Telephone +44 (0)20 7575 1905. Fax +44 (0)20 7575 1809.
Email jeremy.edwards@xtremeinformation.com Website www.xtremeinformation.com