heineken new campaign

Heineken New Global TV Campaign



CHICAGO (AdAge.com) -- Does Heineken finally have a hit on its hands?

The import, which has struggled to find a breakthrough marketing message, is launching TV versions of its "The Entrance" web campaign, which is the second-most watched web ad in the latest Ad Age Viral Video Chart with nearly a million views in a week.


The video, in which a man charms his way into a party with over-the-top greetings, was shot for Heineken International by Wieden & Kennedy, Amsterdam. The brewer is now making it the centerpiece of its first global campaign for the Heineken brand in five years, called "Open Your World," with versions planned for the U.S., U.K., Argentina, South Africa, Australia, New Zealand and other countries.
Heineken USA is expected to begin airing the TV ads in March. Elements of the ads will also be incorporated in a new U.S.-only campaign being prepared by Euro RSCG, the importer's agency for Heineken Lager, according to the importer.

"Heineken wants to elevate our drinkers by showing aspirational behavior -- our consumer knows how to navigate the world, is confident, open-minded and resourceful," spokeswoman Tara Carraro told.

The new effort spells the end of Heineken Lager's "Give Yourself a Good Name" campaign, which debuted in 2009 and played on everyday situations, like a man seeking to win over his boss's daughter by buying them both a Heineken. The ads were started in 2009 by Heineken's previous agency, Wieden & Kennedy, Portland, Ore., and continued by Euro RSCG, New York, when it took over the account later that year. But the campaign failed to generate much buzz -- and fell way short of the "Most Interesting Man in the World" campaign by Euro that has made Heineken USA's Dos Equis brand one of the hottest imports in the states.



The "Entrance" was shot in Barcelona, Spain, and stars French actor Eric Monjoin. In the video he charms his way past an oil barron, kung fu assassin and others and ends up on stage performing with the lead singer of The Asteroids Galaxy Tour, a Danish alternative pop band, whose latest single, "The Golden Age," is the ad's soundtrack.

"With this campaign, Heineken recognizes the legend in all of its drinkers. Men who know their way around and recognize a fine beer when they taste one," Wieden & Kennedy creative directors Mark Bernath and Eric Quennoy said in a statement.

Source:www.adage.com

heineken new campaign

Heineken New Global TV Campaign



CHICAGO (AdAge.com) -- Does Heineken finally have a hit on its hands?

The import, which has struggled to find a breakthrough marketing message, is launching TV versions of its "The Entrance" web campaign, which is the second-most watched web ad in the latest Ad Age Viral Video Chart with nearly a million views in a week.


The video, in which a man charms his way into a party with over-the-top greetings, was shot for Heineken International by Wieden & Kennedy, Amsterdam. The brewer is now making it the centerpiece of its first global campaign for the Heineken brand in five years, called "Open Your World," with versions planned for the U.S., U.K., Argentina, South Africa, Australia, New Zealand and other countries.
Heineken USA is expected to begin airing the TV ads in March. Elements of the ads will also be incorporated in a new U.S.-only campaign being prepared by Euro RSCG, the importer's agency for Heineken Lager, according to the importer.

"Heineken wants to elevate our drinkers by showing aspirational behavior -- our consumer knows how to navigate the world, is confident, open-minded and resourceful," spokeswoman Tara Carraro told.

The new effort spells the end of Heineken Lager's "Give Yourself a Good Name" campaign, which debuted in 2009 and played on everyday situations, like a man seeking to win over his boss's daughter by buying them both a Heineken. The ads were started in 2009 by Heineken's previous agency, Wieden & Kennedy, Portland, Ore., and continued by Euro RSCG, New York, when it took over the account later that year. But the campaign failed to generate much buzz -- and fell way short of the "Most Interesting Man in the World" campaign by Euro that has made Heineken USA's Dos Equis brand one of the hottest imports in the states.



The "Entrance" was shot in Barcelona, Spain, and stars French actor Eric Monjoin. In the video he charms his way past an oil barron, kung fu assassin and others and ends up on stage performing with the lead singer of The Asteroids Galaxy Tour, a Danish alternative pop band, whose latest single, "The Golden Age," is the ad's soundtrack.

"With this campaign, Heineken recognizes the legend in all of its drinkers. Men who know their way around and recognize a fine beer when they taste one," Wieden & Kennedy creative directors Mark Bernath and Eric Quennoy said in a statement.

SET WET brand extension

Set Wet has extended its brand. The brand which earlier belonged to Paras Pharmaceuticals and now to Reckitt Benckiser has brought out shaving products for men.These include SetWet Shaving Foam, shaving Cream and gel, Set Wet Shaving Lotion.

The brand which started its journey as a hair gel product later came up with deodrant(Zattak)and also entered the attractive men's fairness cream market.

Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity

It is the right timefor Set Wet time to go for brand extension as the consumers recall the brand very well so this will help in making it more stronger.Many brands decide to go for extension only when the brand has entered the decline stage of brand life cycle.

Right from the start Set Wet has been able to position itself perfectly in the minds of consumers.Set Wet is positioned as a 'COOL'brand that goes with the youth culture.

PERK loses its way

PERK'S new rebranding strategy


Perk went for brand repositioning exercise in 2010 but i think it has failed to achieve what it wanted.
I remember the times when bollywood actress Preity Zinta used to endorse this brand from cadbury and the brand created sensation in the market.It created a new market for the waffer chocolates.
In the next phase,Bollywood actor Sharman Joshi was shown to communicate the "Take it lightly" (mood uplift) platform in a humorous way.

Watch the ad here : Tired Son ad

And now the latest.Perk Khao,Glucose Chadao. I think this campaign has created a wrong positioning for perk.It is now positioned as a medical product that helps to inject glucose.
Perk is changing its positioning frequently.However the positioning principle says that it must be consistent. So perk must quickly create a good positioning in the market before it is too late.It must also keep in mind that its competitor KIT KAT from Nestle is currently positioned better than it.

Contextual Advertising.............VASELINE

 Vaseline

In-text advertising can be a balm to brands. So says Vibrant, a US-based specialist in premium contextual advertising solutions, that shared with us the results from a recent campaign with Vaseline.

The firm's recent online campaign for Unilever's Vaseline Intensive Rescue brand scored in five key metrics, according to Vibrant: brand awareness and favorability; message recall; purchase consideration and share of mind against other brands.

Creating interactive custom content where the target audience (women, in particular moms) would be browsing online (such as iVillage.com), Vibrant employed in-text advertising used a scrolling section below a Vaseline-sponsored video player, encouraging users to explore the full product range.

On-screen use of hyperlinked words like "skincare," "moisturizer" and "skin conditions" was quantitatively successful:

• Brand awareness – 59% uplift
• Brand favorability – 8.6% uplift
• Recall of brand message – 15% uplift
• Purchase consideration – 20% uplift
• Share of mind vs. competitors' brands – Ranked 1st 

“Consumers respond well to in-text advertising as they can decide when they interact with the brand, how much information they want to receive – and initiate the communications themselves,” says Vibrant co-founder and CEO Doug Stevenson.

A panel of 200 women, age 25-45, participated in the research conducted by Dynamic Logic. Split into two groups, 100 saw the in-text advertising and another 100 in a control group did not. 

“The results of the survey have proven contextual advertising is effective across key marketing criteria,” adds Stevenson.

source: brand channel