Every beer drinker is convinced he can taste the difference between his favorite and other beers. The beer industry knows this is not true. Constant product / taste quality, good distribution, distinctive positioning supported by solid online and off line communication campaign does the trick.
In the USA there is a battle going in the imported beer category. Corona, the imported mexican beer, has "beer on the beach" positioning.
The Corona Beach from Big Spaceship on Vimeo.
It is under attack from Dos Equis with a brilliant "the most interesting man " campaign. Last year this campaign scored high on the viral video charts.
Advertising agency Wieden and Kennedy has developped a very appealing viral for Heineken.
They owe much to the campaoign of Dos Equis but gave it a modern and more refined twist in tune with Heineken´s positioning as a premium European import beer. For people with a more cosmopolitan urban style. Heineken shows correct way of entering a party.
Interesting to see what this new marketing campaign will do for sales and market share of the Heineken brand in the USA.
Source:
http://adage.com/digital/article?article_id=148178
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