Heineken is getting rid of taglines in a new marketing scheme that sees it embrace clichés and entreaty to millennials .
Heineken ’ s ‘ Open Your World ’ tagline has been around since 2011, with campaigns under the strapline helping it win two Cannes Lions awards. But when the sword conducted its annual post testing survive year it found that for the beginning clock time the campaign wasn ’ thymine working.
That was because the target 25- to 34-year-old consumer had shifted, meaning the message, which Heineken says was based on the insight that “ to progress in life you must cross your surround ”, was no long interpreted as inspirational but pressuring .
Speaking to Marketing Week, Gianluca Di Tondo, senior director of the global Heineken post, explains : “ When the congress of racial equality of our aim consultation was millennials for the inaugural time we got a push back because ‘ you must cross your edge ’ is an direction coming from a sword .
“ Millennials are interesting because for the first time you have the same typology of people around the world. This coevals feels more pressure because of that. They believe that the previous generation broke the worldly concern in many ways – from climate deepen to the economy – and they feel the province of having to save it. ‘ You must cross your bound ’ was merely another a layer of blackmail that we were putting on crown of them. ”
This realization prompted a rethink. It took them “ ages ”, says Di Tondo, but finally decided that the new aligning should focus on helping its consumers enjoy biography, meaning for the first time its strategy focused on the intersection over the trade name .
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Di Tondo says : “ For a stigmatize like Heineken, a rotation never works it has to be an development. We looked at our former campaigns and saw that one of the recurring themes was the way the brand was inviting the consumer to look at life sentence. We decided the best purpose we had was very much correlated to the product this fourth dimension. We believe if you look at a life with a positive and fresh position it will be easier to find a way to fix things. then take a breath and smile. ”
Moving on from ‘Open Your World’
Heineken will be running a series of television commercials aligned with the raw strategy, including for its sponsorships of the UFEA Champions League, Formula 1 and Rugby World Cup. The campaign feature “ no taglines ” rather the sword takes a cliché and twists it, with every creative ending with ‘ That ’ s Heineken ’ .
“ The Heineken flex is the idea that you can lift and twist on a cliché. We crystallise our opinion on a sentence, for exercise our Formula 1 campaign ‘ a capital team is always a team of four ’ ( based on the idea that F1 is a solo fun ) and then we put another prison term ‘ that ’ s Heineken ’ which connects immediately that prison term with the mark, ” says Di Tondo .
Despite the need for an renovation of the selling scheme, Di Tondo says “ millenials make my job easier ” as the demographic has overarching values that cross borders.
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He explains : “ I ’ ve been doing selling for 20 years and for the first base time I have an audience that is wholly different from previous ones and they make my life easy. The notion of purpose has emerged everywhere, including in developing markets which we were not expecting. normally you have cultural difference in develop and developing markets but today millennials are very similar. If you live in Nigeria or the US, this layer of stress is the same .
For a brand like Heineken, a rotation never works it has to be an evolution .
Gianluca Di Tondo, Heineken
“ It ’ s easier to find a common denominator across them. In the by, I had to give 50/50 global/local. nowadays, in most of the markets, I can go 80/20. If you crack ball-shaped insight well you alone need a bit of localization that digital will make bare. ”
Heineken ’ south hearing is not the merely thing that has changed. How the beer brand approaches media has besides evolved to take into report digital .
Di Tondo explains : “ When I took over six years ago, the occupation was to deliver a thoroughly television crusade. But now out of television you have 300 plus digital content pieces. That ’ s the large revolution. television still plays quite a big role across our market but digital is getting more important and interesting. “
Heineken describes its long video ( between 30 and 60 seconds ) for YouTube and television as “ ear content ” and the digital content lasting three, six or 10 seconds as “ satellite contented ” .
Di Tondo explains : “ It has the same cliché and communication strategy but for the minor screen door. Every time you approach digital you need to adapt your creativity. It ’ sulfur arouse because now that we are getting more data driven the datum will inspire the creativity because depending who you are the digital peg can be different. ”
The importance of agency relationships
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With brands in FMCG and elsewhere rethinking representation relationships, Di Tondo argues that having an crucial means relationship is all-important when revamping a market strategy, something which means he will never consider in-housing creative .
He explains : “ The relationship you have with your advertising agency is the most strategic relationship you can have because on the side of the company you tend to change your people in marketing quite promptly while the agency keeps the trade name grounded. We are the ones that challenge them to evolve and they are the ones who grind the consistency. That room it is always an development and never a revolution. ”
When looking for divine guidance, Di Tondo says he never looks at the beer market : “ Nike is constantly cheer, I like Ikea and Burger King. I besides look to cable car fabricate for how they use data and driving at scale. It ’ s a ceaseless job to look outside for source inspiration. ”