Cheers To A Fresh Start!

Problem Statement/Objective:

Heineken aims to position itself as a preferred brand by leveraging consumer motivations and interests, primarily focusing on freshness, social connection, and quality. The challenge is to enhance brand perception and consumer engagement in significant life moments.

Research/Key Insights:

Online Surveys: Understanding consumer sentiments and preferences regarding beer consumption and competition.
Focus Group: Utilizing projective techniques to gauge perceptions of Heineken’s “fresh” and “progressive” image.
Field Observations: Real-world insights into consumer behavior and competitor observations, eliminating biases.
In-depth Interviews: Gaining deeper insights into attitudes, beliefs, and thoughts about the Heineken brand.

Findings:

Flavor ranked as the most crucial factor in beer selection by the majority of respondents.
Media usage trends: Extensive hours on social media and sports-related content.
Heineken characterized as a quality, casual, and mature brand associated with social gatherings.
Perception of freshness linked to Heineken’s green bottle.

Client:

Heineken

Project Duration:

3 Months

Big Idea:

“Cheers To A Fresh Start”

Positioning Heineken as a brand that offers fresh experiences, fosters connections, and accompanies consumers during pivotal life transitions, emphasizing freshness, social bonding, and relaxation.

Radio Ads

RADIO 1:

(SOUND OF DOOR OPENING CLOSING)

(FOOTSTEPS THE SOUND OF A BAG SETTING DOWN)

ROOMMATE 1: HEY, HOW WAS YOUR FIRST DAY AT WORK?

ROOMMATE 2: IT WAS ROUGH BUT A GOOD CHANGE OF PACE , BUT I’M EXHAUSTED

ROOMMATE 1: I KNOW EXACTLY WHAT YOU NEED

(THE SOUNDS OF A BEER OPENING)

ROOMMATE 2: A HEINEKEN?

ROOMMATE 1: CHEERS TO YOUR FRESH START… (CLINK OF BOTTLES)

ROOMMATE 2: CHEERS.

YOU KNOW, LIFE IS FULL OF BIG AND SMALL MOMENTS AND WITH HEINEKEN IT’S TIME TO CHEERS TO A FRESH START WITH GREEN ZONE GO.

IF YOU’RE CALLER 78 AND 123 YOU TWO WILL EXPERIENCE THE GREEN ZONE WITH ME. US THREE WILL HAVE A CONVERSATION AND WHAT HAPPENS FROM THERE WELL YOU’LL HAVE TO SEE.

CALL IN AND LET’S MAKE A NEW CONNECTIONS AND CHEERS TO A FRESH START HEINEKEN

IT’S TIME TO CHEERS TO A FRESH START AND CELEBRATE WITH HEINEKEN THIS SEASON.

JOIN HEINEKEN AND UBER IN THE GREEN ZONE BEFORE THE LSU GAME TO COME MAKE FRESH CONNECTIONS WHILE SHARING A HEINEKEN.

IF YOU CAN’T MAKE THIS ONE HEINEKEN WILL BE HOSTING THE GREEN ZONE EVENTS ALL SEASON LONG.

CHECK OUT HEINEKEN’S WEBSITE FOR MORE INFORMATION.

CHEERS TO A FRESH START. CHEERS WITH HEINEKEN.

Social Media MockUps

Creative Solutions

Television Commercials: Airing “Cheers To A Fresh Start” ads on prime-time channels (FOX, ABC, NBC) targeting the main audience.
Radio Ads: Featured in popular podcasts and live ESPN Radio during peak listening hours.
Social Media Campaign: Showcasing campaign events, giveaways, and encouraging user-generated content through the #CheersFreshStart hashtag.

Outdoor Ads & Guerilla Marketing: Utilizing relatable life-transition images in outdoor ads and placing red couches as symbolic campaign markers in target areas.
Green Zone App: Hosting 50 events in various U.S. regions, partnering with bars and Uber for discounted fares and promoting these events on digital platforms.
Partnerships: Collaboration with Deadpool 3 for movie product placements and limited-time deals in select theaters. Sponsorship of F1 races offering lucky customers trips to the F1 Heineken House in Las Vegas.
Conversation Starter Bottles: Promoted across digital platforms and available for purchase where Heineken is sold.

My Role

As part of the creative team:

I created three radio ads for the campaign.
I developed social media mockups to align with campaign imagery and messaging.

By integrating these insights into a cohesive campaign strategy, Heineken aims to reinforce its brand image as a companion for fresh experiences and social connections during significant life moments