Firstly, it is necessary to make the distinction between the brand Heineken and the group Heineken. Indeed, the group Heineken owns about 40 brands (Heineken, Desperados, Afligem, Pelforth…). For my part, I am going to analyze the strategy of the flagship brand of this group: Heineken.
From its origin, this local
beer brewed in Amsterdam in the XIXth century became today a clear global
leader in the international premium segment. It reaches this status thanks to
its history and its know-how but does not slacken for all that. On the
contrary, creativity, innovation, and madness are the key words of the
marketing strategy of the brand in order to get always closer of its consumers.
It is true that regarding
marketing, Heineken has more than one string in its bow: sponsoring, presence
on the social medias, launch of innovative advertising campaigns, use of the
top of the edge marketing techniques: street marketing, increased reality,
challenge… On the side of our editorial staff, we say YES!
You discovered the very famous
advertising " Walk in fridge " in a previous article. Today, I
suggest you to discover a challenge which takes place in a famous furniture
store.
The purpose: make win 2 tickets for the UEFA Champion’s League finale to the happy winner of the challenge.
How? : EASY! (Or not!): the
man should manage to persuade his wife to buy an horrible “chair” at an exorbitant
price for their lovely house… Without mentioning the tickets of course ..! Enjoy!
Today figure’s point : 13 000 HK
beer bottles are sold each second
around the world.
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