95
-3%
4,221 $m

Innovative marketing has helped Heineken to outperform the overall beer market-a sign of continued strength during the Dutch brewing company's 150th anniversary year. Profits, however, were below expectations as the result of excise taxes, stricter legislation, and challenging market conditions in European and emerging markets. Still, the brand continues to connect with audiences through sponsorships, creative campaigns, and distinct packaging.

In 2014, Heineken launched its "Cities of the World" campaign in honor of its UEFA Champions League sponsorship. It aims to inspire people to get outside of their daily routines and "unlock the secrets of their cities." The integrated global campaign includes TV, limited edition bottles, and the Twitter-based @wherenext service, which "listens" to local real-time social activity and shows users what is hot and happening in their respective cities.

 In addition to its innovative digital campaigns, Heineken is also ramping up its corporate citizenship efforts. Together, with DJ Armin Van Buuren, Heineken is promoting responsible drinking with its "Dance More, Drink Slow " campaign. More than three years into its sustainability strategy, the brand has made progress in key areas such as water use and investment in renewables, and continues to find innovative ways to save energy such as its SmartDispense draught-cooling solution. As a result, Heineken was included in Interbrand's 2014 Best Global Green Brands report for the first time.

 Determined to increase sales by six percent by 2020, Heineken is focusing on increasing relevance through innovation. The brand is, for example, tapping into the fast growing at-home beer market with THE SUB ®, an appliance that allows consumers to enjoy a premium draught beer experience in their own homes. Bringing added excitement to its packaging as well, Heineken has introduced a glow-in-the-dark bottle, a rhythm-pulsing bottle, and plans to grab more attention in the beer aisle with its new Star Can, a global packaging design that follows in the footsteps of its recent bottle redesign. By year's end, almost every Heineken beer can in the world will sport the new design, which should strengthen the consistency of Heineken's visual identity.

With eye-catching packaging informed by consumer insights, creative campaigns, a continued push for digital engagement, and a growing reputation as a socially and environmentally responsible brand, Heineken is well positioned to reach its sales target.

 

 


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