Understanding how brands operate in Japan
Charlotte RogersAs a culture driven by perfection, craftsmanship and shifting tastes, the Japanese market can prove a steep learning curve for marketers.
Working abroad: What it takes to be a marketer in Japan
Charlotte RogersIn the first of a new series looking at what it takes to be a marketer in different regions, Marketing Week puts the spotlight on Japan. From navigating the working style and overcoming language barriers, to determining marketing’s role in corporate culture.
1 Comment
Gilbert stands out in Rugby World Cup ad showdown
Matthew ValentineSports equipment brand hits sweet spot with consumers during Japanese tournament with nostalgic campaign, according to exclusive research.
1 Comment
Heineken launches first cross-brand zero-alcohol campaign to help ‘explode the category’
Molly FlemingHeineken’s ‘Say Yes’ campaign, which includes Heineken 0.0, Birra Moretti Zero and Old Mout Alcohol-free, marks the drinks giant’s biggest investment in low and no alcohol to date.
2 Comments
Amstel applauds Carlsberg’s ‘bold’ approach as it launches campaign starring Jeff Bridges
Molly FlemingThe aim of the campaign, which features the Hollywood actor as a ‘human bridge’, is to make Amstel the beer brand that’s talked about in 2019 and broaden its consumer base.
1 Comment
Foster’s on why it’s bringing back ‘Good Call’ after a four-year absence
Molly FlemingFoster’s is bringing back “refreshing Aussie optimism” to combat the gravity of world news and amid declining lager sales.
Awareness, engagement, pride: How Heineken is ‘rejuvenating’ its employer branding strategy
Sarah VizardHeineken is evolving its employer marketing to focus on employee stories to create a sense of pride internally in working for the company, raise awareness and engagement among prospective hires and improve the quality of new talent.
Sol revisits its roots as it looks to cement itself in the ‘sunshine beer’ market
Erin LyonsThe Mexican beer brand is shifting its brand positioning in a bid to appeal to sun-seeking consumers, re-establish what it stands for, and take a larger slice of a category currently led by Corona.
3 Comments
Heineken: We don’t understand our shoppers well enough to succeed online
Ellen HammettThe Dutch brewing company says a lack of shared data, not enough collaboration and marketers not investing in the right places is holding back its ecommerce ambitions.
1 Comment
Heineken drops ‘Open Your World’ as it launches new positioning
Molly FlemingThe move comes after Heineken found that the ‘Open Your World’ messaging was no longer resonating with its target consumer, forcing a change in strategy to better appeal to millennials globally.
Heineken’s Birra Moretti on why its first TV ad is the ‘final piece of the jigsaw’
Molly FlemingThe Italian beer brand discusses why building a brand is like “building a house” and why TV is still crucial to attracting new consumers.