The recent Heineken commercial was a big success in terms of reach and frequency. Originally created by their Dutch advertising agency for the domestic market, the spot soon became a viral hit in the web and is now also aired internationally in mainstream TV (at least in the US). It has been lauded mostly because of its originality and creative wit. However, the fundament of successful advertising is its strategy. Creativity usually only assumes the role of magnifying the brand’s point of difference. Probably because the spot was initially destined only for the Dutch market, it fails to accurately fit into the international beer landscape.
In contrast to the US or most Western Europe, Holland is a much more horizontal culture, where individualistic proliferating is not regarded positively. Sayings such as “the nail that sticks out gets hammered down” or “if you put your head above the water, it gets chopped off” may well describe the archetypical Dutch culture. In the Netherlands, Heineken is not the leader, primarily because it is perceived as a global powerhouse. I studied there for three years and my feeling is that people prefer beers like Grolsh, because they are more modest and down-to-earth. Consequently, hoping to not lose track, at least in recent years, Heineken seems to have built upon the social value and friendship-forming ability of beer as its USP- a positioning that also becomes obvious in the recent “walk the fridge” commercial.
However, the beer’s major markets are abroad, and therefore also the communication strategy needs to be adapted more to the local audiences. Think global, act local. Heineken cannot take their ethnocentric approach and extend its domestic brand equity smoothly over the borders of its small country.
Interestingly- probably as a result of the failure of communication to steer the brand into the desired direction- in the international arena, Heineken seems to have drifted into the exact opposite position, as in its domestic market: The beer seems to possess a rather upscale image, and people don’t buy a Heineken for its great taste or because of its association with friendship, but rather to make a statement. Heinken stands for wealth, prestige and (arguably) style. Heineken should elaborate on what is already in the mind of the consumer, in order to make a difference, and clearly target a specific market segment.
Does this mean that Heineken should exclude all the average beer drinkers as a target? No, the target is not always the market. Just as much as Marlboro cigarettes are not only smoked by rugged, male cowboys, Heineken does not have to be consumed exclusively by upper class, social braggarts. Consumers assume different roles in their lives, and also the ones who just wish to be perceived as the latter would be potential consumers. One of my favourite branding quotes by the author Wiliam Feather - (also indicated on the right) illustrates this notion: "The philosophy behind much advertising is based on the old observation that every man is really two men -- the man he is and the man he wants to be."
Just as many other marketers, Heineken seems to view consumers’ minds as blank pages on which they can write anything they want- if only they can find a clever enough way to do so. But people don’t passively absorb these messages, but rather create their own meaning by mixing the brands messages with their own memories. And the Heineken ads might subconsciously confuse the perception they have build up in their own minds.
And the claim “serving the planet” seems to be misplaced as well- basically another meaningless slogan in a sea of meaningless slogans. What consumer benefit does it offer? Upon the question why does one choose Heineken, no consumer would respond “because it serves the planet”- the reason-why is missing. Even though the slogan fails to elaborate on people’s perception, the message of “the leading global beer” might be more appropriate, as people often equate “leading” with “superior”.
It seems a big waste of marketing dollars to try to jump on the positioning bandwagon of 90% of global beers with its focus on friendship and social ties. In its communication messages, Heineken fails to differentiate itself from the rest of the beer brands out there and therefore stays far behind the potential.
Francesco Wesel MA
Integrated Marketing Communication
www.francescowesel.com
www.brandnewtimes.blogspot.com
