Different rules of game for 1
Relatively new product sets other requirements
32 In a previous issue of The World of Heineken we talked
about guidelines that can be useful in assessing
requests for sponsorship. Those guidelines apply to
brands like Heineken and Amstel. But what's the posi
tion as regards the non-alcohol beer Buckler?
I It should be clear that Buckler,
operating in what is a relatively
small non-alcohol segment in
many markets, is subject to completely
different guidelines than a brand like
Heineken. Whilst the 'image' criterion
takes priority when assessing a spon
sorship request for Heineken, the
emphasis for Buckler must be sought
more in events organised on a big
scale, with much public attention and
wide media coverage.
Sponsoring is a very important
instrument to achieve brand aware
ness for Buckler within the shortest
possible time. In parallel, the position
ing of Buckler in the non-alcohol seg
ment is also communicated via the
regular media (in other words: by
advertising). Brand awareness cannot
therefore be uncoupled from position
ing. Sponsoring has to form a synergy
with advertising.
So anyone who wants to reap full
benefit from a sponsorship must not
look upon sponsoring as a self-con
tained activity. A sponsorship can also
form a platform for developing many
extra activities for the brand, such as
promotions, public relations, advertis
ing and hospitality.
Sport
Sponsoring of, say, art exhibitions
might be a possibility for profiling the
Heineken brand. But for the Buckler
brand it's not advisable. Such an event
does not fit in with the young, fresh
image of Buckler, whilst the public
interest it attracts is not wide enough.
Although sports sponsoring is
becoming increasingly more difficult
for the Heineken and Amstel brands
(particularly in a number of Western
countries there is growing opposition
to the link between sport and alcohol)
it is certainly an interesting proposi
tion for Buckler.
But Buckler, too, is subject to selec
tion guidelines. The type of sport (and
therefore the event itself) must be of
interest to both male and female beer
drinkers in the 25-45 age group.
Besides, there must be a high level of
media interest for the event. And, natu
rally, the type of sport must fit in with
the Buckler image (active, dynamic).
Which means: rugby instead of
snooker, rowing not chess.
Cycling Team
As Heineken would like the posi
tioning of Buckler to be on the same
track within Europe at least, a pan-
European advertising campaign has
been developed. As regards sponsor
ing, too, that same track has been pur
sued via the Buckler Cycling Team.
This leading team of racing cyclists is
being sponsored by Buckler for a
three-year period from 1989.
Boosting European brand aware
ness of Buckler within a short space of
time formed the basis for the decision
to sponsor the team. Moreover, the type
of sport fitted in with the Buckler spon
soring guidelines. By taking part in the
big events throughout Europe, such as
the Tour of Spain (the Vuelta), the Tour
de France and the classic races, the
team is assured of ample media cover
age. In its first season the team gained
72 victories. A respectable achieve
ment. But unfortunately the team
failed to book successes in the impor-
'""A
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tant spring and autumn classics (which
attract much media attention). With its
recruitment of a number of new riders
the team is aiming more than last year
at gaining overall tour wins instead of
individual stage wins.
WORLD O F
HEINEKEN
