Analysts argue brands will have to be careful about where they place their products, as governing bodies and tournament holders may have to “bow down” to influential athletes who want to set a good example to the future generation.
Amstel’s global brand director says the brand’s latest campaign is a move to differentiate from rivals who pitch the functional benefits of low ABV drinks.
Heineken’s beer director talks to Marketing Week about the trends the industry needs to pay closer attention to if it is to drive future growth, as he reflects on the launch of Birra Moretti’s first global campaign.
Heineken is launching hard seltzer brand Pure Piraña in Europe as it diversifies beyond beer to capitalise on the growing trend of health-focused beverages.
Heineken used its sponsorship of the UEFA Champions League to attract new digital consumers, dispelling the myth that digital only increases sales penetration among loyal customers.
Heineken is using it’s 20-year partnership with James Bond to challenge preconceptions about non-alcoholic beer and boost growth.
From chilled-out bulldogs and record-breaking vegan snacks, to probably not the best beer in the world and Alan Partridge’s ‘back at the BBC’ memo, here’s part one of Marketing Week’s campaigns of 2019.
As a culture driven by perfection, craftsmanship and shifting tastes, the Japanese market can prove a steep learning curve for marketers.
In 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.
Sports equipment brand hits sweet spot with consumers during Japanese tournament with nostalgic campaign, according to exclusive research.
Heineken’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.
The 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.
Foster’s is bringing back “refreshing Aussie optimism” to combat the gravity of world news and amid declining lager sales.
Heineken 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.
The 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.