THE ORIGINAL QUESTION
How do we position our portfolio of brands to compete with the rising tide of craft?
THE CREATIVE QUESTION
Why have a Heineken over a craft?
How do we beat craft with the brands we have in our portfolio? What is the craft beer market not able to own? What should Heineken and its brands stand for? How do we build identity into each of our brands, and our brands as a portfolio? How do we build this portfolio while tying it back to Heineken’s vision?
A CREATIVE ANSWER
We unearthed and defined the unique territories of both Heineken and craft brands.
Craft beers stand for savoring experiences, while Heineken brands stand for amplifying experiences. Craft beers are about winding down, encouraging special moments, and ‘me’ time. Heineken brands are about winding up, fueling legendary experiences, and supporting the power of the team. Ultimately, we tied it to Heineken’s vision and landed on the portfolio purpose: Heineken brands inspire legendary lives by amplifying ordinary experiences and making them extraordinary.
WHAT WE DID DIFFERENTLY:
Developed a bespoke psychological framework that we applied to building out a portfolio of identity brands and creating a unifying identity across the portfolio
Did a deep dive into the culture of identity expression, from the 1950’s to today, and used it to define Heineken’s identity evolution and where it’s landed today
Wrote the story for HUSA’s CEO to present at its annual National Distributor Conference