Heineken's Legendary Journey: Justifying a premium the world over
Advertiser: Heineken International N.V.Brand: Heineken's Legendary JourneyCountry: The Netherlands
From international product to global icon
Heineken is the world's most international beer brand, available in over 170 countries. But, whilst consumers were able to buy into the same product everywhere, they weren't buying into the same brand. Heineken had never had one single, consistent global campaign, as evidenced by a diversity of local communications:
And who could blame Heineken? In a category where image is (almost) everything, where local tastes have to be...