BRANDS
HEINEKEN has introduced
the magnum bottle with a
cork in response to consumer
preference for sharing and
celebrations in Nigeria
Celebrating With Heineken®
Heineken® is the leader in the Nigerian
premium lager beer segment and is
currently the fastest growing lager
brand in the country. Nigerian Breweries
Pic, HEINEKEN's operating company in
Nigeria, has recently introduced a 100%
locally produced 1.5-litre magnum bottle
of Heineken®, complete with a cork
and uniquely designed for sharing. This
innovative approach further supports the
brand's premium positioning and meets
consumer demand for special packaging
for special occasions.
The offering is based on clear consumer
insights. Nigerians appreciate expensive
and prestigious products, novelties and
well-known international brands with
iconic status. Nigerians call Heineken®
'The Chairman' - drinking Heineken® is
an expression of good taste, status and
success. It's a beer for successful people
with a worldly outlook. Secondly, Nigerians
always find a reason to celebrate. They
like to celebrate BIG: they like to pop! The
Heineken® Magnum meets all of these
needs in one, and reinforces the brand's
perception as the 'champagne of beers'.
Driving Sales and Brand Equity
Nigerian Breweries launched the
Heineken® Magnum at the start of the
festive season, on 11:11:11and made
a legendary entrance of its own with
Heineken®'s 'Man of the World' (star of
'The Entrance' commercial), paying a visit
to Lagos for the occasion. The Magnum
is further supported by a major print,
outdoor and online campaign, and by
consumer activations in supermarkets and
premium bars. The Heineken® Magnum is
off to a good start as demand is already
exceeding supply.
Local Festival With Global Appeal
The Heineken® Open'er Festival is the
number one summer event in Poland,
anticipated by countless Heineken® target
consumers every year. The festival has
brought them memorable performances
from some of the world's most renowned
musicians, including Prince, Coldplay and
Pearl lam.
In 2011, Grupa Zywiec, HEINEKEN's
operating company in Poland, integrated
the global 'Open Your World' campaign
for the Heineken® brand into the Open'er
Festival itself. As a result, the festival was
positioned as the first in a series of global
music events the brand was bringing to
consumers around the world over the
summer months, and the place to go
before travelling to exotic destinations
such as San Francisco, Rio or Singapore
for other brand events.
This strategy ensured that Heineken®
was seen as a brand that provides
Polish 25-year-olds with the very best
international music experiences, as well as
one that inspires them to explore exotic
cities and festivals in the many corners
of the world where they can enjoy the
Heineken® brand.
As a result of the campaign, Heineken®
is now the number one brand associated
with music. Over 80% of urban young
adults are aware of the Open'er
Festival. These consumers score
significantly higher across the entire
consumption curve than other consumers,
meaning that they are more likely to
purchase Heineken® regardless of their
income levels.
Heineken®'s Open'er
Festival in Poland
successfully integrated
the 'Open Your World'
campaign
Quarter 1 2012 World of HEINEKEN
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