Heineken: The Cliché

Heineken, a beer brand, encouraged sales and increased positive brand perception in Brazil by launching an experimental film that broke gender stereotypes in football with its sponsorship of the UEFA Champions League Final.

Advertiser: HeinekenBrand: HeinekenAgency: Hungry ManCountry: Brazil

Objectives

  • Commercial objectives

    From 2013 to 2016 the premium beer options for Brazilian consumers went from 41 brands to 74, with a media investment increase of 28% for the segment. In addition to that, during those years, our competitors were reducing prices to increase sales, and the difference between Heineken price to other competitors increased, on average, from 5% to almost 30% (more expensive).

    Facing that scenario, the commercial objective was to keep as low as possible the decrease of value share in the face of the...

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