Stagwell’s Post

Heineken's Silver Sensation Heineken's significant investment of over $100 million in marketing its new light Silver beer, along with the prominent focus on the beverage at the F1 Heineken Silver Las Vegas Grand Prix, can be explained by several strategic marketing considerations. Heineken aims to expand its product portfolio and reach new market segments with the introduction of Silver beer. This substantial marketing budget is allocated to create brand awareness, capture market share, and drive revenue growth in the competitive beer market. By leveraging a major sporting event like the F1 Grand Prix, Heineken can strengthen its connection with existing consumers and create new brand advocates. This reinforces brand loyalty and encourages repeat purchases. By leveraging a major sporting event like the F1 Grand Prix, Heineken can strengthen its connection with existing consumers and create new brand advocates. This reinforces brand loyalty and encourages repeat purchases. READ ARTICLE: https://lnkd.in/gu8hmJfW #HeinekenSilverBeer #F1GrandPrixShowdown #BrewingExcitement #SipIntoSilver

TIME SHIFT Football fans love watching the game at sports bars. What happens when matches happen in the early morning when those bars are shut? Heineken has launched a campaign to turn select 24-hour laundromats into late-night / early morning sports-viewing locations where UEFA Champions League fans can watch the football matches. Consumers can scan a time-sensitive QR-code on washing machines at local locations of WashEnjoy, one of South Korea’s largest laundromat franchises. The code will give them access to a live stream of the quarter and semi-final soccer matches on SPOTV, the only UEFA Champions League broadcaster in the region. The idea for “LaundroMatch” is in keeping with Heineken’s UEFA Champions League campaign, “Cheers to the Real Hardcore Fans,” which depicts the lengths to which many of the sport’s fans will go to show their devotion, like naming their pets after their favorite players. The campaign is meant to redefine what it means to be a hardcore fan in a bid to make football more inclusive. Watch here: https://lnkd.in/gM2WiWyZ #fandom #beermarketing #sports #football #koreanfans The HEINEKEN Company #brandexperience

The magic of macro to micro thinking: Exhibit 1 bellow: the new ad for Heinken by LePub => finding a unique behavior relevant to hardcore football fans => superstition => something you did when your team scored => called wife => repeat calling wife to ensure future wins => invite others to call wife for more luck Exhibit 2 in the first comment: the 2023 Cannes Lions award winning Tide ad by Saatchi & Saatchi (We Are Saatchi) => finding a unique behavior relevant to hardcore football fans => superstition => something you did when your team won => lucky jersey => can’t wash jersey to keep the luck inside => repeat wearing lucky stinking dirty jersey Same starting point. Different brand narrative. Different thinking destination. One of many destinations. Lovely to see it in action. Every macro observation is just the beginning of a magical journey to a unique micro observation which leads to a different savvy insight. KEEP DIGGING! 😊 #StructuredCreativeThinking #MicroCreativeThinking #Macro2Micro #KeepDigging #Insights #Creativity Cannes Lions International Festival of Creativity The HEINEKEN Company #HardcoreFans

AB InBev will become the Olympics first beer sponsor at the worldwide partner level, with a deal that will see it lead with its non-alcoholic beer, Corona Cero, starting with this year's #olympics 🏅 in 🇫🇷 France. Corona Cero will be the official beer sponsor of the Olympic Games until 2028. It’s a deal that will span three Olympic games: the upcoming summer games in Paris this year, the Milan 2026 winter games, and the LA summer games in 2028. The deal also includes marketing rights for the Paralympic Games. It’s the first time a beer brand has been a global partner sponsor of the games, something the company describes as a “step change” for the beer industry. This sponsorship echos that of Heineken 0.0 and its sports sponsorship, such as F1 racing, where the alcohol free brand offering now leads out on global sports sponsorship and associated brand investment. #Olympics #abinbev #coronacero #alcoholfree #zeroalcohol #beer #heineken #sportsbusiness #sport #olympics2024 #paris #paris2024 Lars Jensen Kristof König Paul Villis Carol Dunne Gwyneth Kelly Marc LEJEUNE Jean-Philippe Delforge Mark Allen Sheelagh Pentony Gilles Halotel Jim Watson Bourcard Nesin Francois Sonneville David Deeley Nina Riggins Sophie TUDOT Wayne Donovan Barbara Lezzer Elizabeth Horvath Farrah Gilsenan Will Keating Thomas Hahlin Ahlinder Leigh-Anne Vaughan John Savage

💡While not officially confirmed, reports suggest Diageo owned Guinness has beaten competition for The HEINEKEN Company to replace Budweiser Brewing Company APAC as the Official Beer of The Premier League 💡Proposed four-year partnership will start from the 2024/25 season and is reportedly worth UK£41 million (US$51.3 million), a little over UK£10 million (US$12.5 million) per year 💡As an iconic beer brand with Irish heritage, the Premier League sponsorship allows Guinness to strengthen its connection with the passionate football culture in the UK and globally 💡The deal gives Guinness visibility and association with one of the most-watched sports properties (viewership of 3.2 billion), reaching engaged fans across multiple platforms 💡It complements Guinness' positioning as a premium beer, aligning with the prestige and global appeal of the Premier League 💡Branding and integrations allow Guinness to create unique on-site experiences for fans, deepening their brand affinity 💡The sponsorship enables targeted marketing activations catering to the league's diverse fanbase across demographics and geographies 💡Leveraging the sponsorship, Guinness can craft compelling storytelling and campaigns that resonate with football fans' love for the game and the social camaraderie of watching it with friends over a beer 💡The deal allows Guinness to capitalize on the fervent football fandom, potentially driving sales during match days and fostering brand loyalty among fans 💡Effective integration with Premier League partners and clubs can open up cross-promotional opportunities for Guinness as well #sports #sportsbiz #sportsbusiness #sportssponsorship #sponsorship #guinness #beer #premierleague #foootball #fandom #footballsponsorship SportQuake

What are your thoughts on this new campaign?

Seven years ago, I started my journey in the promotional events industry with Smirnoff being the first brand I ever worked! I still remember the nerves I felt speaking to people about a product I was not familiar with. 🫠Being out of my comfort zone pushed me to grow, and looking back, I realize it gave me the skills to sell, manage, and close projects I once thought were beyond my reach.💯 Your current place you are at is not the final destination. It's just a part of the journey. Have faith & trust the process ✨️ #PromotionalEvents#BrandAmbassador#EventMarketing#Promotions#BrandRepresentation#MarketingStrategy#CareerGrowth#BusinessDevelopment#PersonalGrowth#ProfessionalJourney

Beer brands have been sponsoring sports events for ages. Not surprisingly, the rising growth and influence of non-alcoholic beer is pushing N/A into this space as well. What N/A brands have already made the jump, and how might they use sports to further differentiate? #nonalcoholicbeer #nonalcoholic #sportsmarketing #beverageindustry #beveragetrends https://lnkd.in/eVusGNwq

As the non-alcoholic beer segment continues to see rising sales volumes, with Heineken 0.0% reigning as the preferred and market leader in many countries, Peroni's collaboration with Formula 1 marks a strategic shift into this growing market. This a very smart move, strategically aimed at tapping into shifting consumer preferences and industry trends, leveraging Formula 1's global reach and Molson Coors' expertise to target health-conscious consumers while upholding Peroni's brand image of luxury and sophistication. The impact of Peroni's entry into the non-alcoholic beer market could be substantial, potentially driving growth and intensifying competition within the sector. By expanding consumer choices and highlighting the importance of healthier beverage alternatives, this move is likely to strengthen the search for alliances, spur increased innovation, consumer awareness, and marketing efforts within the 0.0% segment. Specifically, we can expect to see strategic event partnerships and brand collaborations designed to make a global and market-specific impact, further reshaping the landscape of non-alcoholic beverages. #consumptiontrends #insights #beer #non-alcoholic #beverages #markettrends

Will we see Guinness as the new official beer partner of the Premier League soon? If the latest reports are to be believed, the deal is all but signed. After Budweiser had replaced Carling in 2019, the partnership was up for renewal recently, it had quickly become clear that both Heineken and Guinness were very much in the running to replace Budweiser as from the start of the 24/25 season. Both Heineken and Guinness have been investing in high-profile sport sponsorships throughout the years, but I think it's safe to say that the Premier League partnership is one of the most valuable out there. This even resulted in a bidding war in the end, if current reports are accurate. Why is there so much interest in becoming the official beer partner of the Premier League, when such a partnership does not offer the partner any traditional visibility inside the stadiums? The value lies, for me, in the IP rights the partner gets to claim. The Premier League brand is one of the strongest in the world, and positioning your own brand on a global level by using one of the strongest sports brands out there while doing so, is of tremendous value. While Guinness as a brand is incredibly strong within the UK itself, its ambitions are clearly on increasing its global presence. Using the Premier League as their partner might just be the right move for them and their ambitions to "conquer the world".