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Heineken 'top-spins' global campaigns

News, 18 March 2016
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SYDNEY: Heineken, the brewer, has had some significant successes "top-spinning" global campaigns to suit local tastes and aims to develop that strategy further to make the brand Australia's top premium beer, according to a leading executive.

"We don't just take the global campaigns, we take the direction globally and then we 'top-spin' it locally – add momentum and make it relevant to the local market," Andrew Campbell, the brand's Australian marketing director, explained to Mumbrella.

The past six months have been especially productive for the marketing team as it was able to work with two major global sponsorships in the Rugby World Cup and the latest Bond movie.

Australians "really, really buy into the James Bond franchise", Campbell remarked. "The connection with James Bond is extremely high so that is why we put most of our efforts into leading with that as a brand initiative last year."

One execution that worked particularly well, he reported, was an offer that gave people who bought a case of Heineken a ticket to see the film. "That wasn't 'maybe get a ticket' or 'go into a draw to get a ticket', it was get a ticket."

The final results aren't yet in, but Campbell thought the redemption rate was around three times higher than had ever been seen before.

Beyond the tweaking of global campaigns, Heineken has also had to address some particular nuances of the local beer market in relation to pack sizes.

"In Australia if I'm going to a barbecue my choice is guided by a case of beer, at probably quite a good price, or I can buy a six-pack at, quite frankly, a high price and there is nothing in the middle," Campbell explained.

"We talk about the young adult consumer," he went on: "they can't actually fit two cartons of Heineken on their scooter anymore and they can't carry it into their apartment in the city."

He suggested there was a "massive opportunity" to be exploited here. "Quite frankly I think the young adult consumer is looking for [a] more occasional-based format."

The year ahead will be focused on "growing the experiential side" said Campbell, which will include paying attention to frequently overlooked details, such as learning how to pour the beer properly, while serving it in the right glass at the right temperature.

Data sourced from Mumbrella; additional content by Warc staff

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