Heineken dresses up for upscale quaffers
Geoffrey PrecourtWarc
Heineken's global marketing team has a budget-allocation formula that reflects its sales goals, according to Thomas Troch, senior research manager at InSites Consulting:
- 40% of what it sells is barley, hops, water and yeast;
- 60% is emotion, often discovered through experience.
"Full context" – branding elements beyond the beverage in the bottle – is what InSites Consulting offers the brewer, Troch told the Advertising Research Foundation's (ARF) Re:Think 2015 conference in New York. "It's making Heineken something memorable – something that sticks," he said.
And "sticking" in new and...