Heineken USA Inc.: It's All About The Beer campaign

Mark Lane

In the 1990s, Heineken beer had an outdated image in the US. It was seen as a beer for special occasions not for everyday drinking.

Heineken USA Inc.: It's All About The Beer campaign

Mark Lane

OVERVIEW

In the 1990s Heineken beer (imported from Dutch parent company Heineken NV and sold in America by Heineken USA Inc.) had an outdated image. An icon of 1980s luxury and excess, Heineken had not adapted to changing trends in the United States. Heineken USA understood that its future growth hinged on making the brand more approachable in the U.S. market and on connecting with the beer industry's all-important audience of 21 to 35 year olds. The company also wanted to maintain its reputation for superior beer. Enlisting agency...

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