Heineken dresses up for upscale quaffers

This event report details how Heineken put Instagram at the heart of a research program seeking to create an engaging nightspot for upmarket consumers.

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...

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