Heineken USA embraces a challenger brand mentality

This event report describes the thinking behind a repositioning campaign for Newcastle Brown Ale, a beer brand owned by Heineken USA.

Heineken USA embraces a challenger brand mentality

Geoffrey PrecourtWarc

Beer could legitimately be called the ultimate social drink in the offline world. And for Heineken USA, the brewer, the online insights gleaned from social media are also now informing its TV spots, and providing critical differentiation in a highly cluttered sector.

“Everything in the beer category is the same,” said Lesya Lysyj, the firm’s chief marketing officer. “The advertising is all the same. The category norms are very similar. It’s a 30-second spot. It’s a linear storyline, with some comedy to it. But it’s guys with guys. Guys with...

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