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Case Study

Lager Coors Light increased its market share in Ireland through an engaging OOH campaign.

Research Paper

An experiment for Heineken, the beer brand, found that interacting with consumers using WhatsApp or chatbots provides better discussion than traditional forums and valuable insights for qualitative research.

Case Study

Beer brand Tiger used TV print and OOH to build awareness of its Street Football Festival and boost sales in Cambodia.

Research Paper

This paper investigates how market research findings are typically shared by research agencies and their clients, and explores new ways of sharing these results for high impact within - and integration into - a client’s business.

Research Paper

This paper reports the findings of a study by beer brand Heineken exploring whether beer-food pairings, as predicted by big data machine-learning algorithms, are successful when tasted by real consumers in France and the US.

News

LONDON: Magners Irish Cider and Tennent’s Lager owner C&C will gain a stake in the UK pubs market with its acquisition of Admiral Taverns.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

News

HO CHI MINH CITY: Global brewers are attracted to Vietnam not only because it’s one of the fastest-growing beer markets in Southeast Asia, but because they have a unique opportunity to buy their way in as the government prepares to sell off ...

Article

This article explores Heineken UK's recent purpose-driven promotion, Worlds Apart, which expanded on the brand's 'Open Your World' tagline through a campaign that emphasised settling differences over a beer.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV. Included is a strategic evaluation with key facts about the Dutch company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This Company Profile from Euromonitor provides key details and analysis of Molson Coors. Included is a strategic evaluation with key facts about the Canadian and US company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.

Article

This event report outlines how Diageo, the alcoholic-drinks manufacturer, thinks about purpose-driven marketing.

Article

This Company Profile from Euromonitor provides key details and analysis of Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser.

Article

This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the beer and cider market.

Article

This event report explores whether advertising’s first function – as a channel through which a brand increases sales of its product or service – has been lost to the pursuit of purpose.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.

Case Study

This case study explains how Tecate, a beer brand owned by Heineken, targeted young men through its sponsorship of boxing and TV and digital ads in Mexico.

Case Study

This case study shows how Neumarkt, a beer brand, increased market share and sales by directly appealing to its core Romanian male audience.

Case Study

This case study shows how Kronenbourg 1664, a beer brand, successfully increased sales by developing a humorous background focused branding strategy in the UK.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Case Study

This case study describes how sports brand adidas Football used online episodic content in a global campaign to strengthen its association with the UEFA Champions League and appeal to an audience of young football fans.

Article

This article explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.