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...