Heineken's approach to multicultural shopper marketing

This event report presents guidance from Heineken, the brewing group, about using shopper marketing to engage multicultural audiences.

Heineken's approach to multicultural shopper marketing

Stephen WhitesideWarc

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands