beer brand campaigns - best in class

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1 Confidential © 2014 Confidential © 2014 6/17/22 1 6/17/22 1 Confidential © 2014 Best in class on-trade examples 16/03/15

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This presentation looks briefly at best-in-class campaign examples of beer brands.

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Page 1: Beer Brand Campaigns - Best In Class

11Confidential © 2014

Confidential © 2014

13/04/2015 1

13/04/2015 1Confidential ©

2014

Best in classon-tradeexamples16/03/15

Page 2: Beer Brand Campaigns - Best In Class

22Confidential © 2014

In-outletPOS, GLASSWARE, ETC.

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Heineken hub2011Heineken, BT and the ‘i’ Newspaper partnered to provide the ‘Heineken Hub’, offering free Wi-Fi across 300 pubs nationwide.

Once online, the Heineken-branded landing page featured exclusive ‘i’ news content, Heineken events and promotions info, a participating outlet finder and pub review page – updated daily.

The Heineken-branded landing page also featured a pub review page and pub finder for participating Hub outlets.

http://www.thedrum.com/news/2011/08/19/bt-joins-heineken-expand-wireless-internet-service

http://www.heineken.com/gb/Hub/Home.aspx

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Becks vier inspires art2010Becks launched a series of limited edition founts and glassware designed by promising musicians and artists in an on-trade campaign, targeting pubs famed for hosting live gigs.

This was part of the wider ‘Music Inspires Art’ campaign and emphasised Becks’ connection with the art world: Damien Hirst and Tracey Emin have also designed bottles.

The POS items also increased awareness of the wider in-outlet campaign encouraging patrons to download a branded Becks gig-finder app with exlcusive offers and content.

http://www.marketingweek.com/2010/05/24/becks-vier-ties-with-emerging-artists/

Page 5: Beer Brand Campaigns - Best In Class

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Stella artoisconnoisseurs 2013Stella Artois used the ‘Stella Connoisseurs’ on-trade training and reward scheme to promote a more premium brand repositioning.

Around 200,000 chalice glasses, premium drip trays, skimmers and cups were provided to 1,000 bars, with 5,000 bar-staff trained and incentivised to provide the perfect pour in the new premium barware's.

Ensuring quality of service, mystery shoppers tested delivery of Stella in all participating venues.

The chalice was found to increase customers’ ‘willingness to pay more’ by 67% and their ‘perception of high quality’ by 20%.

http://www.bar-expert.co.uk/about-us/news/stella-artois-pouring-ritual-celebrated-in-the-on-trade/

http://www.marketingweek.com/2010/05/24/becks-vier-ties-with-emerging-artists/

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Logbar digital pos2013Japanese outfit Logbar created a pre-ordering app for use in Logbar outlets.

The app features an interactive menu, allowing users to create their own cocktails and add them to the menu. When others order their created cocktail, the customers bill is reduced. Customer data is captured by social sign-in, along with drinks recommendations made.

This – and similar – apps offer the opportunity for brand sponsorship. Providing a unique experience in a branded space.

http://brandgenetics.com/logbar-digital-point-of-sale-innovation-for-alcohol-brands/

http://digitalintelligencetoday.com/interactive-cocktail-menu-digital-point-of-sale-tokyo-style/

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eventsLAUNCHES, POP-UPS, ETC.

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Becksmusic inspires art 2010As part of the wider ‘Music Inspires Art’ campaign, pubs in Camden, New Cross and Shoreditch were repainted for a limited time.

The designs paid homage to album artwork of Kraftwerk, Prince and The Cure. Exclusive gigs were also held at the venues.

All three outlets were also supplied with limited-edition Becks bottles, designed by musicians themselves.

The stunt received considerable press coverage from music publications such as NME and Q Magazine.

http://www.morningadvertiser.co.uk/Drinks/Beer/Pop-goes-the-pub-in-Becks-campaign

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Heineken airport lounge 2012Partnering with the Emirates group Heineken launched their Airport Lounge at Dubai Airport.

Offering Wi-Fi, laptop/mobile charge points and live sports screenings, the bar aimed to promote Heineken’s premium image to business travellers.

This, along with Heineken Extra Cold, Heineken Draught and food.

It’s success in strengthening Heineken’s premium image led to a second Dubai Airport lounge, opened in 2013.

http://www.businesstraveller.com/middle-east/news/heineken-airport-lounge-opens-in-dubai

Page 10: Beer Brand Campaigns - Best In Class

1010Confidential © 2014

Heineken airport lounge 2012Partnering with the Emirates group Heineken launched their Airport Lounge at Dubai Airport.

Offering Wi-Fi, laptop/mobile charge points and live sports screenings, the bar aimed to promote Heineken’s premium image to business travellers.

This, along with Heineken Extra Cold, Heineken Draught and food.

It’s success in strengthening Heineken’s premium image led to a second Dubai Airport lounge, opened in 2013.

http://www.businesstraveller.com/middle-east/news/heineken-airport-lounge-opens-in-dubai

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PartnershipsACTIVATIONS AND INNOVATIONS

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Staff incentivesADVOCACY PROGRAMMES, ETC.

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promotionsON AND OFF-TRADE