Brand Case Study Example Heineken - Extracts

Heineken > Brand Case Study

Heineken > Brand Case StudyMarcoms Strategy > Global/Local2008


Executive SummaryMethodologyThe Visual IdentityArchitecture, Product, Brand, Typeface and ColourThe BrandChallenge, Logistics, Agency Structure, Global/LocalDistribution, Themes and EndlinesAbove The Line Global Marcoms Themes and TrendsInternationalism, Premium Quality & Enjoyed TogetherKey Market AnalysisAustralia, Brazil, China, France, Russia, UK & USAInitiatives, Spaces and PlatformsSport, Film and MusicConclusionsAppendix:Contacts, Credits & Translations

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Contents


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 worldThis prioritisation is driven by a belief that the core target market is not globally homogenous and therefore local markets require freedom tooEssentially 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 SpacesTo 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

Executive Summary > Heineken


Analysis of 1000+ Heineken ads worldwide - monitored from 2007-YTDAcross all media (TM + NTM) and key cultural platforms (sport, music and film)

Outline global/local brand marketing structureAnalyse potential structural impact on global marcoms strategy

Identification of key brand themes & global v local integrationExploration thematic expression via cultural platforms

Outline global marketing missionOutline of ‘centralised vs & local’ coms balance

Methodology > Approach to Analysis


The Visual Identity


Brand architecture:Globally consistent, coherent, disciplined and rigidly enforced

The Identity > Architecture


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

The Identity > Brand


The Brand


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 keyBrand 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 cultureBelieves these young adults are not a homogenous international target groupBelieves 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 relevantToday’s modern consumers reject intrusiveness and uniformityThey now have the information/tools/power to give meaning & content to brandsHeineken must continually reinvent itself to succeed with its core target group

The Brand > Challenge


PioneeringSpirit

Strong perspectives Unusual point of view

Unique horizons & perspectives

The Brand > Global > Values, Themes & Messages

SocialEnjoyment

EmotionExpression

Animation & VitalityMotion & colour

People &Variety

All types/varietiesAll countries/ethnicities

But all share one Heineken culture

Respect

Honest/TransparentNatural colours/imagery

AuthenticityNo manipulation

ATL avoids the flat, static, perspective-free, out-of-focus, vague and over-manipulated

PremiumQuality

Of product & brewingOf company and values

Gloss & sharpnessClose-ups & details

Internation-alisation

GlobalisationBroadening horizons

A unifying brandA leader in the race

Cor

pora

teB

rand


ATL Global Communication Themes

and Trends


ATL Global Communications Themes and Trends > Internationalism

Europe and Asia

Russia

Singapore

China USA

Poland

Austria

1

2

3


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


Key Market Analysis


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

Key Market Analysis > Australia


Key Market Analysis > Brazil

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 prominentThe communication is less focused on ‘together’, with even keg communication being more individualistic

1 2 3


Initiatives, Spaces & Platforms


Non ATL EngagementThe 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 sponsorshipsAlso creates its own properties centrally and locally

Initiatives, Spaces and Platforms

FILM

James FranchiseBourne Franchise

SPORT

UEFA Champions League (Football)

Heineken Cup (Rugby)Rugby World Cup 2007

MUSIC

Heineken Music PortalHeineken Thirst StudioHeineken Greenspace

Heineken RedstarExam

ples


Initiatives, Spaces and Platforms > UEFA Champions League > Global

GlobalChampions Planet is the global microsite for the sponsorshipNews updates, results and other information about Heineken’s sponsorship in each country located here – a simple international digital reference point


Initiatives, Spaces and Platforms > Film

Key Activation themesHeineken 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 musicHowever, 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 promotedIt 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 Music:Music is a vital on-trade platform for Heineken globallyFocused on experience and credibility, it bravely inhabits more niche music genres targeting a discerning young adult clientele and sub-cultures

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

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Heineken > Brand Case StudyCredits: Lead Analyst – Dan Southern / Director - Jeremy EdwardsContact 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 [email protected] Website www.xtremeinformation.com

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Brand Case Study Example Heineken - Extracts

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