MARKETECH APAC’s Post

Heineken has launched a playful new campaign for Heineken Silver, featuring the iconic Marvel characters Deadpool and Wolverine. A recent article highlights this creative and entertaining marketing initiative. Key takeaways from the article include: - Campaign Concept: Heineken Silver's latest campaign brings together Deadpool and Wolverine in a humorous and engaging rivalry, settling their differences over a Heineken Silver. This collaboration adds a unique twist to beer marketing by tapping into popular culture. - Celebrity Endorsement: By featuring beloved characters played by Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine), Heineken leverages their star power and fan base to create buzz and excitement around the campaign. - Creative Execution: The campaign includes a series of digital ads and social media activations that showcase the humorous interactions between Deadpool and Wolverine, emphasizing the refreshing taste of Heineken Silver. - Brand Messaging: Heineken Silver aims to position itself as a modern and refreshing beer choice, appealing to a younger and more diverse audience. The use of popular Marvel characters aligns with this strategy by connecting with a broad fan base. This campaign is a brilliant example of how brands can creatively engage with audiences by incorporating elements of popular culture and humor. Check out the article - https://lnkd.in/gtRk2tPu #marketing #celebrityendorsement #celebrity #campaign #creative #heineken #deadpool #wolverine

If you can’t beat your enemies, join ‘em (and just do it better) Just like a tiny challenger brand has done to the Calvin Klein Empire. We’ve all seen the latest ultra-steamy Clavin Klein ad featuring Jeremy Allen White, his perfectly toned body, and the needless, indulgent romp he takes atop a skyscraper. CK expected this ad would be… er… the full package. But their strategy didn’t take into account the latest trend in advertising: The move away from “perfection” and towards “authenticity”. BRLO, a startup and an upstart in the alcohol-free beer category, are not able to go toe-to-toe with big beer labels on media spend, but they know their trends. They knew if they couldn’t spend bigger, they had to think bigger. Using their keen understanding of the current cultural zeitgeist, they realised people (you know, those things we market towards) were put off by the incessant “perfect” yet completely inauthentic supermen so often used to market products like beer. A brand repositioning and anti-sexy strategy was born, changing their status overnight. From → 𝗷𝘂𝘀𝘁 𝗮𝗻𝗼𝘁𝗵𝗲𝗿 𝗳𝗹𝗮𝘄𝗹𝗲𝘀𝘀, 𝗯𝗼𝗿𝗶𝗻𝗴 𝗯𝗲𝗲𝗿 𝗯𝗿𝗮𝗻𝗱 To → 𝗮 𝗴𝗲𝗻𝘂𝗶𝗻𝗲, 𝗽𝗲𝗿𝗳𝗲𝗰𝘁𝗹𝘆 𝗽𝗼𝘁-𝗯𝗲𝗹𝗹𝗶𝗲𝗱, 𝘀𝗰𝗿𝘂𝗺𝗽𝘁𝗶𝗼𝘂𝘀 𝗲𝘃𝗲𝗿𝘆𝗺𝗮𝗻’𝘀 𝗯𝗲𝗲𝗿 The genius of this entire spectacular strategic send? They piggy-backed off of the fame of one of the best examples of hyped-up, inauthentic ads of the moment and satirized it. At once: - Aligning themselves with the people’s desires. - Capturing Berlin’s alternative reputation. - Beating the enemy at their game. In the highly competitive digital landscape of today, just remember: If you can’t beat ‘em, join ‘em – just do it better! P.S. Be honest - which ad do you really like more? #MarketingStrategy #BrandPositioning #AdvertisingTrends #AuthenticBranding #ChallengerBrands

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🏈 🥤 What are the consistent themes between the most effective Super Bowl ads of 2024? Yes, the savvy marketers behind them of course recognize emotion plays a pivotal role (which of course doesn’t need saying given without it advertising never gets onto people’s radars in the first place!). 🐴 However, to build long-term branded memorability distinctive assets are essential, and Budweiser rising to the top is a testament to their transformational power. That's something we can definitely cheers to! 🍻 Check out our full Super Bowl wrap-up 👉 https://lnkd.in/gCfiUPQ5 AB InBev

🚀  If I Were Hired by a Marketing Company...  🍻🌀 Hi LinkedIn Community, I’ve been reflecting on innovative marketing strategies and wanted to share an exciting concept that I believe could make a huge impact. If I were hired by a marketing company, this is the campaign I’d propose:  🎯  Heineken x Twister Marketing Collaboration  🎯  Concept: Combine the iconic fun of Heineken with the classic excitement of Twister to create a memorable, interactive consumer experience.  Here’s the Plan: -  6-Pack Offer:  Purchase a 6-pack of Heineken and get a limited-edition Twister mat. To play, each person enjoys 6 beers—let’s see if you can handle the twist! -  12-Pack Discount:  Retailers offer a 12-pack at a discount when you buy the 6-pack first, making it perfect for game nights with up to 4 players. -  Unique Code:  Each 6-pack includes a code for online access to a digital Twister spinner and exclusive perks.  Marketing Strategy: -  Challenge Launch:  Kick off with a bold social media challenge: “Think 6 beers won’t do much? Bet you can’t handle the twist! Take the #Heineken6PackTwistChallenge and prove it!” -  Hashtag Campaign:  Share your experiences using #Heineken6PackTwistChallenge. -  Social Media Incentive:  Post your Twister game and keep it visible for a week to earn an additional coupon. -  Retail Integration:  Promote with eye-catching in-store displays and signage.  Retailer Incentives: -  Sales Targets:  Meet targets and earn discounts on future orders. -  Top Seller Rewards:  Sell the most 6-packs and win a case of Heineken and a T-shirt with a humorous design like “I Survived the #Heineken6PackTwistChallenge – Ask Me How!”  Execution Plan: -  Partner with Hasbro  for Twister mats. -  Launch & Promotion  through press releases, social media ads, and influencer partnerships. I’m excited about the potential of this idea and would love to connect with anyone interested in discussing it further or exploring similar creative campaigns. Let’s make something spectacular happen together! #Marketing #Innovation #Heineken #Twister #CampaignIdeas #Retail #Sales #Heineken #MarketingProfessional #JobSeeker

https://lnkd.in/ghSyabv6 Brewing giant Anheuser-Busch InBev is gradually putting last year’s Bud Light controversy behind it and is readying its brands to capitalize on the range of high-profile sporting events taking place this year. “From the NBA, to Copa America, to the Olympics, NFL, the UFC (and the VMAs), we will be focused on doing what we do best,” CEO Michel Doukeris told an earnings call. “Our brands will show up in a big way, connecting with consumers and bringing to life our purpose of creating a future with more cheers.” On Bud Light  AB InBev’s volume sales to wholesalers were down 12.7% over the year, largely because of the furore around Bud Light.  “If you look at May last year versus February this year, we recovered basically 120 bps of the market share that we lost,” said Doukeris. “We’ve been seeing this 10 to 20 bps recovery every three to four weeks, we are making progress,” he said, while also admitting “it’s not at the fast pace that we were expecting or that we’ve been working for”. While Bud Light lost shelf space, AB InBev says it recovered that space with other brands across its portfolio, including Michelob Ultra which is “perfectly aligned with the health and wellness trend”. On activation  Following a quiet sporting year in 2023, the many events taking place in 2024 offer “a unique opportunity .. to activate with our mega brands, these mega platforms that bring people together,” said Doukeris. “This is an outstanding opportunity to lead and grow the category.” He expects to have “a massive execution with extra displays and programming with the retailers” that should more than compensate for any shelf space lost during spring adjustments. AB InBev’s DTC brands – Zé Delivery, TaDa Delivery and PerfectDraft – are helping to develop consumer insights and new consumption occasions (eg. Corona Sunset Hours, Brahma Soccer Wednesdays). Doukeris also reported seeing higher participation and new consumers coming into the category through premium, including women and younger consumers.  “That’s why the role of our global brands is very important, from Corona to Budweiser, with the position that we have, and each brand is positioned in a different need state”, he said – “and once people connect well with one of these brands for one of these different need states, the loyalty is high.” Key quote “In 2023, we invested $7.2bn in sales and marketing and have averaged more than $7bn over the last five years. These consistent investments, combined with increased effectiveness and creativity, is driving the brand power of our portfolio” – Michel Doukeris, CEO at Anheuser-Busch InBev.  Sourced from Seeking Alpha  

I find the insights on #ExperientialMarketing in this article compelling and timely. In a world inundated with #advertisements, #TraditionalMarketing tactics often fall flat. Experiential marketing stands out by creating immersive, emotional experiences that engage consumers in meaningful ways. The statistics are telling — 91% of participants report more positive feelings towards brands after such experiences, which can significantly influence #purchasing decisions. This reminds me of Dunkin' Donut's ad of 2012 where coffee aroma in the bus made the customers hop into a Dunkin Donut shop, next to the bus-stops. To experience something is always a top notch thing, that can never be ignored; and using that in marketing can turn consumers into #BrandAdvocates, amplifying awareness as they share their experiences online (in today's social media age), extending a brand’s reach organically. I believe experiential marketing not only differentiates brands but also makes memories that truly matter. It goes beyond one-way messaging, inviting customers to participate and engage on a personal level even. By tapping into emotions and offering meaningful interactions, brands build trust and loyalty. It's about creating moments that resonate long after the event, making the brand unforgettable in a way that standard ads simply can’t. What resonates with me is the potential for brands to differentiate themselves through genuine interactions, turning passive consumers into active participants. Nike’s House of Innovation exemplifies this, transforming shopping into an engaging adventure. The emphasis on creating lasting memories can never be underrated as it evokes emotions and emotions are always powerful. In today's digital age and AI taking every space, delivering tangible experiences can make a lasting impact. Overall, I believe that investing in experiential marketing is essential for brands seeking to foster deeper connections and stand out in a crowded marketplace. 🍩 Watch the Dunkin' Donuts Flavor Radio Ad here: https://lnkd.in/gQBqBF9V 👟 Nike's Digital Retail Experience: https://lnkd.in/grDDzdgA Read the article here: https://lnkd.in/gBp9X-Wg

𝗕𝘂𝗱𝘄𝗲𝗶𝘀𝗲𝗿’𝘀 𝗨𝗻𝗶𝗻𝘁𝗲𝗿𝗿𝘂𝗽𝘁_𝗔𝗱𝘀: 𝗔 𝗙𝘂𝘀𝗶𝗼𝗻 𝗼𝗳 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 🎶 Budweiser Brewing Company APAC has once again set a high bar with its campaign, 𝗨𝗻𝗶𝗻𝘁𝗲𝗿𝗿𝘂𝗽𝘁_𝗔𝗱𝘀. This ingenious campaign leverages the power of non-intrusive advertising to enhance listener experience while effectively promoting the brand. Here’s why I believe this campaign stands out: 𝟭. 𝗦𝗲𝗮𝗺𝗹𝗲𝘀𝘀 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻: The Uninterrupt_Ads campaign is designed to deliver ads in a non-disruptive manner. Instead of interrupting the listening experience, these ads are seamlessly integrated into the playlists. This approach respects the listener’s experience, making the ads more palatable and less intrusive. 𝟮. 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝘃𝗲 𝗔𝗽𝗽𝗿𝗼𝗮𝗰𝗵: Budweiser has creatively utilised technology to ensure their ads blend smoothly into streaming platforms. By doing so, they avoid the traditional pitfalls of disruptive advertising, maintaining engagement while subtly delivering their message. 𝟯. 𝗘𝗻𝗵𝗮𝗻𝗰𝗲𝗱 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲: In today’s fast-paced digital world, consumers are increasingly frustrated by intrusive ads. Budweiser’s strategy acknowledges this shift, focusing on enhancing the listener’s experience rather than interrupting it. This thoughtful approach not only benefits the audience but also builds positive brand perception. 𝟰. 𝗘𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲 𝗕𝗿𝗮𝗻𝗱 𝗥𝗲𝗰𝗮𝗹𝗹: Research shows that non-intrusive ads can lead to better brand recall. By embedding their ads within the content, Budweiser ensures that their message is remembered without causing irritation. This balance between visibility and subtlety is key to effective modern advertising. In summary, Budweiser’s Uninterrupt_Ads campaign is a masterclass in innovative, audience-centric advertising. It demonstrates how brands can respect consumer experience while effectively delivering their message. Kudos to Budweiser for leading the way in reimagining advertising for the digital age! #AdvertisingInnovation #BrandStrategy #DigitalMarketing #Budweiser #UninterruptAds #ConsumerExperience #MarketingTrends #AdTech

When 2 iconic brands collide, something "Off The Wall" is bound to happen. Check out this cool new can from New Belgium Brewing. That pattern is bringing back some memories! #AirBatonClients Here’s why brand managers should pay attention: 👍Co-branding done right The brands have shared values of authenticity, originality, and quality, creating a campaign that appeals to their consumers. 🎯 Targeted appeal They've nailed their target audience of craft beer lovers, outdoor enthusiasts, and those who appreciate a dash of "Off The Wall" style. 🎉Multi-channel magic From eye-catching packaging to engaging launch events to tech-enhanced promotions, they're hitting all the right notes across multiple platforms. What other brands would you love to see team up for a collaboration? Let's hear your ideas! Drop them in the chat. #FatTirexVans #BrandCollaboration #CoBranding #Marketing #OffTheWall #BeerMarketing 

Kate Harrison, marketing director at the Cotswolds Distillery talks about their new disruptive advertising campaign and how the brand image of English whisky is being reshaped to reach a younger audience. It's an interesting pivot and follows in the footsteps of other alcohol producers in recent years. Developing new categories and flavours for a new market, most notably within the rum and gin sector, has been an integral part of their growth strategy. Are you looking to be a disruptor within your market sector? Do you need help understanding the changing tastes of a new Millennial and Gen Z-comprised audience? At Strive we excel at bringing inspiring insights to guide our client's decision-making process. #worldwhisky #marketresearch #mrx