Global
Consistency
Local
Relevance
Global brand campaigns, like
Heineken®'s 'Open Your World', offer
a number of advantages, including
greater consistency, shared resources
and focus. But how do they ensure
they meet local consumer needs?
HEINEKEN has recently proven it has
the solution through a number of
successful clever local adaptations that
it refers to as 'local topspin'.
A PERFECT SERVE.
MINUS THE TOPSPIN.
Quarter 1 2012 World of HEINEKEN 13
