Heineken's approach to multicultural shopper marketing
Heineken's shopper-marketing formula involves reaching multicultural consumers with messaging that truly reflect their wants and needs, rather than simply pairing one-size-fits-all content with a translated tagline.
"We talk about 'transcreation', rather than translation. It starts with the same idea, but the way it's brought to life can be subtly different," Jonathan Simpson, Senior Director/Shopper Marketing at Heineken USA, told delegates at the 2016 Shopper Marketing Conference, an event organized by the Brand Activation Association (BAA), a unit of the Association of National Advertisers (ANA).
Drilling down into the concept, he suggested...