Headache:
How do you compete in a brutal beer market dominated by Budweiser and Corona? Heineken needed a clear value proposition that could break through the noise and give consumers a compelling reason to choose an imported beer over entrenched American favorites.
wow moment:
Heineken is an imported beer that was deemed "good beer"—a real beer. While other brands sold lifestyle or refreshment, Heineken was for beer-obsessed people who looked at the quality of the beer above all else. Don't apologize for being the choice of beer snobs—celebrate it. Make quality fanaticism the brand position.
execution:
Created a campaign to celebrate the quality obsession with a singular focus: It's all about the beer. The beer is the hero: Stripped away lifestyle distractions and party imagery
Put the product front and center in all creative
Spoke directly to people who actually cared about what they were drinking
Positioned Heineken drinkers as discerning, not just different
activation:
Launched an integrated brand awareness campaign across all channels with the unwavering message: It's all about the beer. Every touchpoint reinforced that Heineken was for people who gave a damn about quality. Heineken became the #1 imported beer in the US and #2 to Budweiser in overall consumption in the US.
here's the skinny:
Made beer snobbery a badge of honor.
