It’s summer in Seville, the sun is beating down and the thermometer creeps over 30°C … what could be more refreshing than an ice-cold beer like Cruzcampo? Or so Heineken Spain believed. Why then, was the brand plagued by 40% negative sentiment on social media?
“It was a beloved brand, but it had a lot of haters,” confessed Heineken Spain’s Director of Marketing, Marta García Alonso, speaking at the Nudgestock behavioural science festival (London, July 2023).
After some brand soul-searching, Alonso discovered that the hate did not come from one source alone. The first problem was the sheer size of...