Heineken doubles down on premiumisation strategy as volumes grow
Niamh CarrollLast year also saw Heineken boost its marketing spend above pre-pandemic levels, with the brewer claiming to get more out of this investment than ever before.
Heineken: Hard seltzer has not yet ‘moved the dial’ in the UK
Niamh CarrollHeineken launched hard seltzer Pure Piraña in Europe last year. However, a lack of familiarity among UK consumers is holding the category back, the firm’s UK marketing director says.
How Birra Moretti plans to build an ‘iconic’ brand with immersive experiences
Niamh CarrollThe brand aims to engage consumers with a “meaningful” message and build its share of the premium beer market, says global marketing director Marcelo Amstalden Möller.
Reckitt: The role of insight is more difficult than ever
Charlotte RogersA combination of complex consumers, zero-based budgeting and stretched teams is making the role of consumer and marketing insights more challenging, says Reckitt’s George Papadopoulos.
Meet the brands using design to elevate their categories
Megan TatumFar from being content to play second fiddle to the established players, no and low alcohol brands and plant-based products are focusing on their visual identity as a means to capture market share.
Why brands must be ‘mindful’ of product placement in the age of star power
Manny PhamAnalysts 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.
From functional to emotional: Amstel serves up Nadal to stand out from low alcohol crowd
Manny PhamAmstel’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: Beer brands have missed an opportunity to innovate around flavour
Manny PhamHeineken’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.
‘We want to lead’: Heineken jumps on emerging hard seltzer trend
Manny PhamHeineken is launching hard seltzer brand Pure Piraña in Europe as it diversifies beyond beer to capitalise on the growing trend of health-focused beverages.
How Heineken is reaching new customers through digital
Molly FlemingHeineken 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 pushes non-alcoholic beer in James Bond ad
Molly FlemingHeineken is using it’s 20-year partnership with James Bond to challenge preconceptions about non-alcoholic beer and boost growth.
The best marketing campaigns of 2019: Part I
Sarah VizardFrom 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.
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.
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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.