Renovating a portfolio of brands to reclaim market share

100+ Heineken brands in 36 countries renovated through our Brand Masterclass.

01/ CHALLENGE

CHALLENGE

"We’re losing share in the category we created and despite successful advertising we are declining faster in the US than anywhere else in the world. Maybe it’s time to create a new premium sub-brand for Heineken.”

GLOBAL COMMERCE UNIVERSITY, HEINEKEN

02/ APPROACH

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We challenged whether the costs associated with innovation of a new sub-brand was the right approach. Instead we set out to restore Heineken’s market-leading position, capitalising on the equity already created with the consumer through communications.

They required renovation rather than innovation.

03/ SOLUTION

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The strategy in the United States consisted of investigating and building the brand’s unique DNA. A combination of semiotics and ethnology, led to the exposure of emotional barriers beyond the functional taste – proving that a sub brand wasn’t the solution they needed.

The simplicity and clarity of the tools and techniques we developed during the course of our work led to the creation of a blueprint for brand renovation best practice.

The BIG Masterclass has been rolled out throughout the organisation across key geographies and is now helping to renovate other brands in need.

04/ RESULTS

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To date more than 100 brands in the Heineken NV portfolio have benefitted from our IP – e.g. Tecate was named #1  FMCG brand in Mexico and the second biggest portfolio brand globally (1st QTR 2018).

© Big Transform 2020