Heineken brews an insight for every occasion
Stephen WhitesideWarc
"One of the great things about the alcoholic drinks category – and beer as well, in particular – is that it's very occasion-driven," Shawn Fitzgerald, Heineken's director/shopper intelligence, told delegates at the Advertising Research Foundation's (ARF) Shopper Insights Forum in Chicago.
"So when people are shopping for the category, they are thinking about the occasion: who is going to be there? What do I want the product to deliver? And the choices of what they buy, where they shop and how they shop are all driven by that."
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