Celebrating a Well
U
BRANDS
Kaiser
The new Kaiser visual
identity will be applied
consistently across all
mediums
In response to consumer research, and to generate greater
consumer awareness of the quality and flavour of the Kaiser brand,
HEINEKEN in Brazil recently launched a new visual identity and ad
campaign resulting in unprecedented consumer engagement with
Kaiser. With no standard translation in Portuguese for the word
'brewed', the slogan 'Kaiser. The beer well beered', plays on words
and celebrates the high standards that have been integral to the
brand since its launch in 1982.
rewed in eight breweries
U around the country, Kaiser
was quick to secure a 20%
share of the Brazilian market in the 1990s.
In recent years, the purchasing power of
Kaiser consumers has increased, and their
taste has become all the more discerning.
The Evolving Consumer
To develop a clear picture of today's
Kaiser consumer, HEINKEN's operating
company in Brazil commissioned a study
of over 4,500 people in 11 major Brazilian
cities. The research confirmed that Kaiser
consumers are hard working, have a
demanding routine, and are proud of their
achievements. The Kaiser consumer is
happy and optimistic about the future, and
his family and friends are an important
part of his life. For him, beer is synonymous
with fun, with breaking from the routine
and enjoying great times with friends.
He considers himself a beer expert and
is loyal to his brands. Beer is also his
favourite beverage.
The new visual identity for Kaiser has
been developed with this insight at its
core. All communication material features
a distinctive letter 'K' between stylistic
brackets, followed by the catchy slogan:
"Kaiser. A Beer well Beered". To establish
the brand's new positioning, packaging
forall Kaiser SKUs was relaunched
(350 ml and 473 ml cans and 600 ml,
1 litre and 250 ml bottles). The new
design communicates the tradition and
relevance of the brand, while reflecting its
modernity with a contemporary redesign
of the brew master icons.
New Campaign
Kaiser's new campaign is supported by a
commercial which explains why this is now
the 'Best beered Kaiser ever'. "Everything in
this life can be well-beered! A barbecue can
be well barbecued, a football match can be
well footballed, and with that expression,
we refer to things that are well-made, well-
elaborated, moments that have been well-
lived," explains Mariana Stanisci, Director
World of HEINEKEN Quarter 1 2012
