Report of the Executive Board Operational Review
Some key initiatives that underpin the unique
position of the Heineken brand:
Heineken's new iconic glass bottle, completed
the redesign of its global brand packaging
range. The restyling aims to streamline and
make even more consistent the visual identity
of the brand and drive recognition in all 170
markets where Heineken® can be enjoyed.
The new bottle will come in five different sizes
and will be available in Western Europe at the
beginning of 2011 and across the rest of the
world by 2012.
The new innovative aluminium packaging
features a surprising 'glow in the dark' effect
only seen in ultraviolet light. This new
packaging is dedicated to top-end outlets and
was launched in Shanghai, one of the world's
most innovative cities.
2010 was the fifth season of the Heineken®
- UEFA Champions League partnership,
featuring a strong campaign and activating
a magical Final in Madrid.
The digital plan is a key component
of Heineken® brand communication and
investment in this form of communication
has been significantly increased. The global
Heineken brand website has been developed,
including rolling out an international music
promotional activity and an innovative 'Design
your own Heineken' module. The Heineken®
brand Facebook Social Media page was
launched, actively conversing with our worldly
adult consumers: 1,000,000 fans have already
joined our page!
Heineken® has started the new decade with
renewed passion for quality and for progress!
Developing global brands
Heineken views cider as the 'next frontier' to beer
and we have identified a clear strategy for this
purpose. The first lead markets have been
identified for a new Strongbow Gold® proposition,
which will be launched in 2011. The marketing mix
has been optimised and supply chain prepared
in order to enable successful brand launches in
those markets. We have also started expanding
Desperados®, building on a solid and proven
business model. We will reinforce the Desperados
brand team to support targeted launches and
accelerate growth in existing markets.
Last but not least, we have identified attractive
opportunities in the 'Fun&Cool' segment and
have been validating this through existing brand
strategies. Where necessary, new strategies
will leverage opportunities and specific brand
launches have been planned across the world.