The Heineken®
flagship brand can
be found in all the
right places
It's no secret:
Heineken® is well
established among
trendsetters
offer them strong brands that consumers
are talking about, which can really add
value to our customers' businesses. It
starts with the brands themselves and the
professional approach to joint business
planning that comes from good training
and careful selection of our people. Given
that Mexico is a highly competitive market,
developing these relationships, particularly
in the high-level on-trade channel, has
been vital. We'll continue to build our
network, speaking to customers one-by-
one if that's what it takes, to show them
that there's a different way to do business.
"Price is important, but we've proven it's not
everything. Customers want to work with
us because of the trust and reliability we've
built. To a certain extent, customers reflect
our consumers. Many of them are young,
hip and successful, and they frequent the
latest social or entertainment hotspots, so
they understand what our consumers are
looking for.
"CM values customers as people and
partners. We explain our approach, so
they understand what we are doing,
and how we can work together. We held
sessions with our biggest customers to
explain CM as a company and Heineken®,
our flagship brand.
"The Mexican market is very complex, not
least because it is so huge. It is like having
five or six countries in one. But part of our
strength has been marketing Heineken®
in a consistent way, not just throughout
Mexico, but globally. Whether our
customers or consumers are in Mexico City,
somewhere else in Mexico or anywhere
in the world, the Heineken® brand
personality, the premium nature of this
truly international brand and the attitude
of being open to the best that the world
has to offer, is conveyed consistently."
Premium and Progressive
"For the launch, we wanted marketing that
was iconic and geographically targeted, so
we created a lot of attention by draping
entire buildings at busy hubs, covering
thousands of square metres, with our
advertising campaign, focusing on 21 of
the most amazing iconic sites close to
entertainment hotspots.
"The campaign had a huge impact, with
an estimated reach of more than 12
million consumers in the first six months. It
Quarter 2 2012 World of HEINEKEN 21
