Affligem: Momentum

This case study demonstrates how Affligem, a Belgian beer brand owned by Heineken, used storytelling to reposition as a luxury brand in Italy.

Affligem: Momentum

Campaign details

Agency: Havas Media GroupClient: HeinekenCategory: Brand BuildingCountry: Italy

Background

Affligem, the historic Belgian beer and the incubator brand of Heineken, wanted to reposition itself as a luxury brand through educating the target of connoisseurs to choose Affligem by letting them discover a new dimension of beer (the high quality segment).

To develop the strategy, Havas Sports & Entertainment were required to create an integrated communication plan which used the emotionally evocative technique of storytelling.

Havas Sports & Entertainment worked with LuxHub, the group's specialist brand in marketing and communication for both luxury brands...

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