“The BIG team has greatly helped me and our multifunctional team to sharpen the future of our business and their work on Brand DNA has clearly paved the road towards a massive turnaround of our brands across the world.”

HEAD OF GLOBAL COMMERCE UNIVERSITY, HEINEKEN

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

01/ CHALLENGE

Our flagship brand is losing share in the premium category it created, and as the US is sharpest decline, we are going to change the recipe and launch a new premium sub-brand for Heineken North America.

02/ SHIFT

How to combine semiotics and ethnologies to discover emotional barriers beyond taste – proof that the solution to declining sales was not in a sub-brand, but in relevance to a new-style drinker. ​ Investigation into the brand, its consumer, product, history, origins and character led to the first pilot of DNA purpose and values for the portfolio.  ​

03/ SOLUTION

The commercial success of Heineken’s new positioning, and the simplicity and clarity of the tools techniques we developed during the course of the work, meant our Brand in a Bottle & DNA Masterclass became best practice within the business. ​

To date more than 100 brands in the Heineken N.V. portfolio have benefited from our IP.

It has resulted in award winning advertising e.g. Dos Equis, Tiger, DB Export and successful NPD throughout the business from Strongbow Cloudy Apple in the UK to Tiger Black and White in Asia.