Heineken Rolls Out New Fresh Perspective Brand Belief Communications Strategy Targets Millennials with Upcoming Campaigns During 2019.
Heineken(R), the world’s leading beverage brand, is reinforcing its position as the leader in the premium beer market with the launch of its new brand belief called “Fresh Perspective,” which is relevant to the new generation’s perspectives on living in modern society. With the new brand belief, Heineken aims to connect its brand more strongly with millennials. A series of activations will take place as brand touchpoints throughout the year, including an attractive new product packaging design, always-on online activations, and superior music events and festivals, to increase brand awareness and recognition. Heineken’s goal is to maintain its leadership position among millennials in the premium beer market, with growth targeted at 9%.
Ms. Ee Lin Loh, Marketing Director at TAP Grpup. said, “Heineken believes that a changing perspective is crucial at this time, because when you look at life with a fresh perspective, you will enjoy it more. The new Heineken(R) brand belief is inspirational, light-hearted, and universally appealing. It takes commonly-held beliefs and twists them into a refreshing Heineken(R) point of view and communicates from a new perspective, allowing everyone to enjoy life today even more.”
Currently, millennials (ages 23 to 38 years old) are the group of people who have the greatest impact on both economic and social change. They feel that they already have a very high level of pressure, which they consider another layer of stress that they would rather not have to deal with. With its new brand belief, Heineken is dialing up the fun using communications messages that tap into many aspects of daily life that are more relevant to millennials: transportation, working, and reasons to celebrate–the common things in daily life for which having a fresh perspective offers people greater enjoyment.
Key messages about the new brand concept and belief will be shared through an online and offline marketing communications strategy. This includes an outstanding new product packaging design and owned media in an always-on format that will generate engagement through various online channels to create a positive perspective. Engagement with target groups is expected to rise 10% compared to the previous year. As always, music festivals and event sponsorships will continue to deliver a premium experience to Heineken brand consumers.
For its music marketing in 2019, Heineken remains the Music Marketing Expert with true insights into changing music elements including market trends and consumers’ needs. Heineken will maintain a premium brand identity due to its strength of being the Global Standard in Music Platforms, with a global network sponsoring world-class events and famous international artists that all reflect the brand’s DNA. This coming April, Heineken will continue with its sponsorship of a major national music festival called “S2O,” in which Heineken aims to intensify consumer experiences by offering the fresh perspective of the “Star Hive.” This will emphasize Heineken’s leadership in music events and international artist sponsorships. Heineken is also exploring rising stars with personalities that match its new brand belief.
Last year, Heineken’s consumer engagement through online activities and on-ground music marketing experiences reached three to four million target consumers through online campaigns. Overall, all Heineken activities during the year engaged over 13 million people, of which 90% were millennials. As a result, Heineken’s Brand Equity Score reached 7.7 out of 10, which means consumers’ awareness of the brand’s quality remains strong. Heineken maintained its position as the Premium Brand Used Most Often by Consumers, with a solid Brand Equity score for its attractive packaging design and product quality. Heineken’s new brand idea and belief that form the foundation for its 2019 communications strategy are expected to hit a target group of 17 million people, increasing the strength of its brand image and driving inclusive growth.
Thailand’s alcoholic beer beverage market had a total value of 139,000 million baht in 2018, with the mainstream market segment at 130,600 million baht, the premium segment at 6,400 million baht, and the remainder economy and import market segments. Heineken maintained its position as the leader in the premium segment with 95.1% market share, and held 4.2% of the total beer beverage market.
“We are confident that our new brand belief will help to increase brand affinity among millennials, strengthen our brand, and drive Heineken’s popularity while bringing excitement to the overall beer market in 2019,” concluded Ms. Ee Lin Loh.
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