Guerrilla Marketing: Heineken*

Abstract:

This case discusses Guerrilla marketing campaign by The Netherlands-based brewing company Heineken in Italy. Heineken was involved with football in Europe for a long time as a sponsor. In order to further strengthen its association with the sport and reach its target audience, Heineken came up with a Guerrilla marketing campaign during UEFA Champions League.

Issues: » Understand Guerrilla marketing » Learn how Guerrilla marketing campaigns are conducted » Analyze the benefits of Guerilla marketing campaigns Introduction The Netherlands-based brewing company Heineken International (Heineken), founded in 1864, owned more than 170 beer brands across the world. These included Heineken, the leading beer brand in Europe, Amstel, Fosters, Birra Moretti, and Murphy’s. For the year ending December 2009, Heineken recorded revenue of € 14,701 million and a net profit of € 1,018 million...

Questions for Discussion:

1. What do you understand by guerrilla marketing? Was Heineken successful in its guerrilla marketing strategy? Why (not)?
2. What are the pros and cons of guerrilla marketing?

Key words:
Heineken, Italy, Guerrilla Marketing, UEFA Champions League, viral campaign

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