the bar. In a building that was probably a former factory or
warehouse two storeys have been transformed into a tren
dy outlet. The restaurant section is downstairs. On the
second floor there are some fifteen mini hving rooms; each
of them contains two or three sofas where groups of twen
ty-somethings get together for a drink after work.
In its communication with the consumer Heineken in
Ontario very clearly directs its strategy at the on premise
outlets. The beer stores and liquor stores (about which
more later) offer no possibilities for extra displays or other
promotions, for the simple reason that the systems do not
allow such retail promotions. In the Beer stores only one
poster with a picture of the product is allowed to be dis
played as advertising material. Other forms of commercial
communication at retail level are not permitted.
That is why Bruce Kelly, Heineken Brand Manager for
Ontario concentrates on print advertising, on sponsoring
various big festivals (plus the accompanying TV commer
cials) and on outdoor signage. For the latter form of com
munication some hard work was done to find a unique,
high impact item. The result was firstly a tourist double-
decker bus with highly distinctive Heineken signage that
travels through the centre of Toronto every day in the sum
mer months. The second communication medium takes the
form of the giant beer cans in the Entertainment District,
where visibility to the consumer is of great importance.
Rick Davis, creative director of a leading Canadian
advertising agency, gave his views on Heineken's outdoor
advertising in an advertising trade journal. "They won't
win awards. The creative team won't be able to fit them
into their books. But this is smart communication. Two of
these giant, illuminated Heineken cans appear just steps
away from the Skydome (Toronto's baseball stadium, ed.) -
which itself is just steps away from a lot of other places
where fun-loving people, wanting a different kind of brew,
may suddenly recall the handsome, imposing, refreshing
looking cans in Heineken green that they noticed mere
moments ago. Talk about the right message in the right
place at the right time!"
KEG (AN
In Ontario one-third of the total sales are achieved in
the on premise. According to John Kennedy that is a high
proportion: "Compared with other imported brands we
have strong sales in the on premise. That is because the
Heineken image is so good. People want to be seen with a
bottle of Heineken in their hand." But Mr Kennedy expects
the real volume growth in Ontario to occur in the off pre
mise outlets, as eighty per cent of all beer in Ontario is sold
via this channel. In Ontario the off premise sector means
the beer stores and liquor stores. Both types of outlets are
under government supervision. In the past the subdivision
was clear: for beer you visited the beer store and for wine
and spirits you called in at the liquor store. In recent years
there has been a marked change in this pattern.
Increasingly, consumers want the convenience of one-
stop shopping, a store in which they can buy both their
liquor and their beer. There is no need for them to shop
around as far as the price of the beer is concerned;
all prices are the same.
"Aren't they tuteT"
The Heineken keg ran was a big
seller in Canada this summer.
