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Case Details |
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Case Code: MKTG382
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| Case Length: 5 Pages |
| Period: 2017 |
| Pub Date: 2018 |
| Teaching Note: Available |
| Price:Rs.300 |
| Organization : Heineken |
Industry : Beverage
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| Countries : UK |
| Themes: Marketing Management/Organization Behavior |
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Heineken: Worlds Apart! |
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INTRODUCTION |
Dutch brewing company Heineken NV (Heineken), one of the leading global brewers of beer brands like Heineken, Amstel, and Desperados, was well known for its award winning marketing campaigns. The Heineken brand denoted openness and the company’s campaigns showcased confident, broad-minded people enjoying a premium beer.
In 2017, the company felt the brand, which had a universal tag line ‘Open Your World’, needed to re-establish what it stood for. It wanted to trigger a spark among consumers through a meaningful storyline, of people with polarized ideologies connecting and collaborating over a drink.
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