Brand Case Study Example Heineken - Extracts

Heineken > Brand Case Study

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


Contents Executive Summary Methodology The Visual Identity Architecture, Product, Brand, Typeface and Colour The Brand Challenge, Logistics, Agency Structure, Global/Local Distribution, Themes and Endlines Above The Line Global Marcoms Themes and Trends Internationalism, Premium Quality & Enjoyed Together Key Market Analysis Australia, Brazil, China, France, Russia, UK & USA Initiatives, Spaces and Platforms Sport, Film and Music Conclusions Appendix: Contacts, Credits & Translations

control functions: TV - media

radio - media

press

poster / billboard

www

online ad

Non-traditional-media further documents

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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


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


The Visual Identity


The Identity > Architecture

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


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


The Brand


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


Brand

Corporate

The Brand > Global > Values, Themes & Messages

Pioneering Spirit

People & Variety

Respect

Strong perspectives Unusual point of view Unique horizons & perspectives

All types/varieties All countries/ethnicities But all share one Heineken culture

Honest/Transparent Natural colours/imagery Authenticity No manipulation

Internationalisation

Premium Quality

Social Enjoyment

Globalisation Broadening horizons A unifying brand A leader in the race

Of product & brewing Of company and values Gloss & sharpness Close-ups & details

Emotion Expression Animation & Vitality Motion & colour

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


ATL Global Communication Themes and Trends


ATL Global Communications Themes and Trends > Internationalism 2

Russia

3

Singapore

Poland

Europe and Asia

1

China

Austria

USA


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 multiculturalism, 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 interconnectedness through the brand


Key Market Analysis


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


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


Initiatives, Spaces & Platforms


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

Examples

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

SPORT

MUSIC

FILM

UEFA Champions League (Football) Heineken Cup (Rugby) Rugby World Cup 2007

Heineken Music Portal Heineken Thirst Studio Heineken Greenspace Heineken Redstar

James Franchise Bourne Franchise


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


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


Initiatives, Spaces and Platforms > Heineken Music

has a long-standing commitment to “ Heineken supporting and creating music experiences that enable us to connect with our consumer ” - Andy Glaser, Brand Director recognizes the universality of music and its “Heineken 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: Analyst – Dan Southern / Director - Jeremy Edwards Heineken > BrandLead 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 [email protected] Website www.xtremeinformation.com

Brand Case Study Example Heineken - Extracts

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