All good things come to an end...

 This is our last post. We hope that you enjoyed your time on our blog.

To finish, we want to show you a Heineken ad which received a huge success.

 Isn't it the best beer ad ever? 

Heineken Identity Prism

Advertise responsibly

Beers, as refreshing as they can possibly be, do not have the same legal status as sodas, juices, or any other non-alcoholic beverages. Indeed, since beer contains alcohol, they are submitted to a special legislation. In France, the “Loi Evin” is regulating the selling, the use of alcohol but also the advertising. For example, any kind of advertising related to alcoholic beverages are forbidden on French TV. This makes it harder for brands such as Heineken, which is famous for its TV commercials.

Nevertheless, this constraint may also represent a big opportunity for brands. They can respect the law, improve their image and have a big impact on their sales, and all of that at the same time. This “miracle” only requires creativity. This was the case of the Antartica beer during the 2013 Rio Carnaval. In order to avoid drive accidents due to an overconsumption of alcohol, Antartica and the organisational board of the Carnaval had a brilliant idea: transform your empty beer can in a metro ticket! This “beer turnstle “ idea allied advertising and prevention. And it has succeeded since more than 1,000 people an hour took the metro during the festival thanks to their beer can. Amazing, isn’t it?

Winter is coming...

As we have seen previously, in 2013 Heineken has become the 1^st beer group in France, overcoming its big rival Kronenbourg. This happened in a market where sales are slowly but surely going down. So we have seen that in order to boost their figures and conquer new customers, Heineken and Kronenbourg have embraced strategies aiming at young adults. With the launching of these products (Skoll, K by Kronenbourg, limited edition of Heineken bottles…), the 2 conglomerates have given to the consumers a refreshing image, especially Kronenbourg which had the image of an old-fashioned beer brand.

 

Nevertheless, they seem to choose 2 different ways in terms of marketing strategy. Indeed, in 2015, Heineken will be more than ever the sports beer. They are an official partner of the 2015 Rugby World Cup and they will also become official partner of the Major Soccer League, the US football league. They are betting on these events for their worldwide exposition but also because they have acquired a major experience when it comes to produce high quality promoting videos. What’s more, Heineken will still be partner of the Champion’s League and of the Rugby H-Cup. They seem to focus a lot on customers that are fond of sports events.

Concerning Kronenbourg, they are betting on 2 ways of conquering new market shares. Firstly, they will keep on advertising a lot their new products (Skoll and K by Kronenbourg) to give the brand a new impulse, some fresh air. This strategy is paying since Skoll has been very successfully launched and installed in the trendy beer market (5.6% of market shares 1 year after the launching). The other strategy will consist in promoting their high quality beer 1664. Since the volume of sales is decreasing, Kronenbourg wants to increase their margin by selling more trendy beers and quality beers. 

All in all, we can say that the “war” Heineken and Kronenbourg are fighting in France has just become. All indicates that they will keep on launching innovative, funny and aggressive advertising campaign. 

Sources: 
http://www.theheinekencompany.com/media/media-releases/press-releases/2014/10/1860908
http://www.brasseries-kronenbourg.com/media/communiques-dossiers-presse/produits-marques/actualites-2014/Documents/030314-Brasseries-Kronenbourg-reussit-le-lancement-de-skoll.pdf
http://france3-regions.francetvinfo.fr/alsace/2014/02/19/biere-la-guerre-des-chiffres-entre-kronenbourg-et-heineken-418621.html

Heineken and their progress to the "icon brand" status

From original street marketing events…

…to off-the-wall interviews,

Heineken has been building a global communication strategy for the past recent years.  The brand no longer relies on product advertising only but it has diversified its communication tools, and particularly its digital marketing tools, to build its identity, give the brand a unique voice and try to reach the status of icon brand.

In order to do so, Heineken has been designing new consistent video contents around creative and even fun subjects, addressing its special target. This target is mostly composed of young men from 20 to 35 years who have the characteristics of a generation Y that is more and more connected, active on social networks, and critics about his world and environment.

Heineken now develops content to enhance recognition and feeling of belonging to its identity, content mainly revolving around its recent (2013) slogan “open your world”. For instance, the brand developed webseries such as “Dropped” illustrating values such as courage, adventure spirit, surpassing oneself which are also values that young people share today whether it be about their travels or their need for fulfilment in their job and personal life. Often distrustful about advertising and suspicious about what brands can tell them, Heineken target’s generation is even more difficult to reach. The brand’s presence on special events that this target assists – which are mainly sports and technology events- also seems to be a good strategy. Heineken has been sponsoring until 2014 the European rugby cup which name was the H Cup (Heineken Cup). 

Heineken, as its competitors, also challenges its imagination creating humoristic content, aimed at creating buzz among its target customers so they can spread the brand’s speech and raise durable awareness around the brand’s name. This is the case for its webserie “The Candidate” presented above.

In terms of product communication, we could reproach the brand not to orient their communication strategy more on their products so they could have a call-to-action that would be more important but we can find this initiative on their product packs, that is to say, directly in store. Whether it be their basic permanent product range or their products for more segmented markets, the brand keeps up with its positioning which is offering a premium beer for premium customers. In order to always offer its customer a variety a product but with the same quality of beer, the brand plays on the bottle design, collaborating with talented artists and graphic designers. Some examples are below.

The 360° communication strategy of Heineken seems to pay dividends. Selected as Brand of the Year by the MIPTV in 2012, the brand’s leadership & commitment to creating content to develop a strong unique voice and to build a recognisable identity are now well known.

How do brands beers tackle the women market?

First of all; nothing more annoying for a woman to be well dressed to take out and finally to handle a bottle of beer which does not get married to her dress. That’s why, the brewer Carlsberg would like to convince the consumers with its beer Copenhagen.

Through his new beer, Carlsberg speaks directly to the “modern” consumer that’s to say people who like to be fashion. Indeed, according to Jeanette Elgaard Carlsson, spokeswoman of the brewer: “We noticed that consumers ‘large number, especially women, pay attention on the design of products when they choose drinks. It can arrive they are in a bar and they want that their drinks get married to their styles. In this case, they may not choose a beer if its design does not suit to them.” This beer is brewed with natural ingredient as malt. It is considered like light and fresh beer with only 4, 5% of alcohol. Moreover, in 2010, Carlsberg also launched fruity and low-fat Jacqueline, named Eve, who targets the women. This beer was developed in different tastes such as: litchi, grapefruit or passion. In the same way, Molson Coors has already developed a range of beers for women, as Kasteel Cru and Kasteel Cru Rosé.

However, according to the “Les Echos”, in Great Britain, Miller did not try to feminize the communication around Peroni, brand of Italian beer re launched in 2005; they positioned it as “top of the range” by playing completely the seduction of the made in Italy. It was a real failure as the Guiness Red or Carlsberg beer.

Finally, some feminist people are against this new way of marketing the beers. Indeed, according to the “happybeertime blog”, some women do not understand these new ads which only target the women people. It created a kind of stereotypes where there are so called special beers for women with a fruity taste and for men with a malt and bitter taste.

This infographic allows to understand the use of social media by the consumption of beer. 

Source : http://visual.ly/social-media-explained-beer