Heineken: Advancing a Brand While Remaining Authentic – MarketShare – Advertising marketing & media – Forbes


Heineken: Advancing a Brand While Remaining Authentic

Oct. 19 2010 – 1:55 pm | 702 views | 0 recommendations | 0 comments

posted by BRANDON GUTMAN

Image via Wikipedia

In this Brand Innovator Spotlight, Filip Wouters, VP-marketing for Heineken USA, proves how marketers can innovate century old products while retaining brand essence.

Brandon Gutman: How are you advancing the Heineken brand?

Filip Wouters: Consumers today have the largest selection of beers we’ve ever seen; they are looking to try new tastes and experiences. While our product has not changed since first brewed 146 years ago, we constantly innovate and add value to the Heineken experience.  We see several ways to position Heineken as a modern, upscale European Lager.

The growing segment of millennials behaves very differently than previous generations.  They watch a lot of television, but are more engaged digitally.  They grew up not knowing a world without the Internet.  We must communicate in a relevant and meaningful way to them.

In addition to new ways of communicating, we’re looking at packaging innovation.  In the last few years, we launched Heineken Light, a premium light beer with personal style and substance.  Our introduction of the Heineken DraughtKeg and BeerTender provide authentic draught experiences in venues outside the traditional bar.

 

via Heineken: Advancing a Brand While Remaining Authentic – MarketShare – Advertising marketing & media – Forbes.

 

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