2004
2003
30 Heineken N.V. Annual Report 2004 Report of the Executive Board Operational Review
Increasing value through creative marketing and communication
The premium positioning of the Heineken brand is crucial to our growth strategy. Maintaining this
positioning requires a combination of the highest quality brewing process delivering the highest
quality beer and creative and compelling marketing.
As the brand extends its global market share, and its positioning becomes more consistent, our
marketing is becoming increasingly international. However, within the marketing mix, there will
always be a requirement for locally driven campaigns and support. In 2004 we developed a new
universal tagline for Heineken advertising - 'Heineken. Meet you there.' - and redesigned
the www.heineken.com website. In addition, we developed a new label with a silver rim to be used
internationally and made the decision at the end of 2004 to issue every Heineken bottle and can
with a back label promoting responsible drinking.
Centrally, we developed a number of high-profile, quality television campaigns with universal
appeal, featuring high profile, comtemporary celebrities. The latest in this series features the actor
Brad Pitt, in a chase with paparazzi following his purchase of a six-pack of Heineken. The advert was
officially launched early 2005 during the half-time 'Superbowl' break in the USA. It will be made
available in major Heineken countries as of the second quarter of 2005.
National advertising continues to play a prominent role in promoting our brands. In 2004,
we tapped into our national advertising experience in Italy, Russia, Poland and the Netherlands to
produce a number of international co-productions. Such joint ventures help to enhance and reinforce
the brand's international credentials.
Sponsorship
Our sponsorship strategy for the Heineken brand is to build brand equity through relevant associations
with high-impact, high-profile sports and music events, films and the world of Hollywood.
Film
For the Heineken brand we continue also to seek association with 'blockbuster' movies with a relevant
demographic profile. We find this particularly useful for establishing the brand position in crowded
marketplaces. In 2004, we won the international Reggie award for our sponsorship of the Matrix series
of films.
Sports
In 2004 we sponsored numerous sports events at local and regional level. The highlight was our
sponsorship of the year's most important international sports event, the 2004 Olympic Games in
Athens. The sponsorship was executed over three years by Athenian Brewery and was a core
Geographical distribution of Group volume
in thousands of hectolitres
Western Europe
Central and Eastern Europe
The Americas
Africa and the Middle East
Asia Pacific
Change
43,494
31,579
14,546
13,483
9,526
44,727
20,611
12,511
12,706
8,413
-2.8
53.2
16.3
13.2
6.1
Group volume*
112,628
98,968
13.8
Group volume volume sold by consolidated companies and Heineken beers brewed under licence
by third parties.