Heineken Sweet - Advertising Plan
- 2. ü Dutch. ü 150 years in the beer industry. ü Positioned as a premium & international brand. ü 250 products and 70 countries.
- 3. Just to give you an idea..
- 4. Strengths Weaknesses Opportunities Threats ü Availability ü Awareness ü Health concerns ü Brand name variety ü Bi:er taste ü Gap in marketplace
- 6. Advertising Objectives ü Attracting new target audience. ü Bitterness of Heineken Beer? A problem. ü Gap between beer and cider.
- 7. ü Overcoming the Heineken Light big drop last year. ü Product range extension.
- 11. WHAT? WHO? WHEN? WHERE? ü Heineken! ü Sweet! ü Different bottle shape ü For every occasion ü Sweet? So Christmas! ü 18th December 2014 ü 26th January 2015 ü Women, mostly! ü 18-35 years old ü Party, gatherings, sports and of course shopping! ü United Kingdom ü Newspapers, magazines, TV, and underground stations.
- 13. ü Print ads ü TV video commercial ü Digital web banners
- 14. ü Christmas period 18th 25th December 2014. ü Print ad #1
- 15. ü New year period 26th – 15th January. ü Print ad #2
- 16. ü Video commercial idea #1
- 17. ü Video commercial idea #2
- 18. ü Web banner ad ü Christmas period 18th 25th December 2014.
- 20. ü At the 15 busiest underground stations around the UK. ü TV channels: ü Magazines:
- 23. WHAT DO PEOPLE THINK OF THE IDEA OF A HEINEKEN SWEET BEER?
- 24. Pre-Testing Would you try a sweet beer from Heineken? Yes No Who do you think would purchase a sweet beer? Women Men Both
- 25. If you saw this advertisement would you purchase Heineken Sweet for yourself? Yes No
- 26. THANK YOU