Heineken refreshes its approach to Hispanic marketing
Stephen WhitesideWarc
Heineken's global brand positioning is based around reaching "men of the world" – those suave, smart and spontaneous drinkers with a discerning taste in beer.
But while this idea has a broad international appeal, it was not making the desired impact among Hispanic shoppers in the US – an audience enjoying rapid growth in its cultural cachet and spending power.
"We've done multicultural [marketing] for years, but the change had come when we went to more of a global approach, and we realised that we were losing that relevancy," Edwin...