A nice, fresh blonde
Getränke Heineken is looking for men who like to tap their own beer. Publicis recruits women for the search.
Beverages Heineken is looking for men who like to tap their own beer. Publicis is recruiting women for the search.Mineral water producers were not the only ones to benefit from last summer's hot spell. Beer consumption also increased thanks to record temperatures, after having been in decline for years. In June, July and August, growth rates of over ten percent were achieved compared to the same months in the previous year, according to the Swiss Brewers' Association. These record results led to an overall increase in beer sales of around four percent in 2003: 4.3 million hectoliters of beer flowed down our throats here in Switzerland. Positioned as a premium product
In terms of temperature, however, the summer of 2004 seems to have put a spanner in the works for breweries. But now the European Football Championship has kicked off, which in turn could help beer consumption to soar. At least if you believe the popular belief that (male) football fans are a united beer-drinking people - whether in the stadium or at home in front of the TV.
Just in time for the most emotionally heated period of this summer, Heineken Switzerland is also launching communication measures for its invention BeerTender. The dispenser for your own four walls is intended to enable beer lovers to enjoy a freshly tapped Heineken at home without any restrictions. However, with a capacity of four liters and a designer housing, the kitchen appliance is not aimed at the average drinker. Rather, the machine is to be positioned in the premium segment - after all, it costs around 500 francs in specialist shops. Heineken launched the BeerTender in Switzerland back in April last year. According to the company, the product has been very well received by customers.
At the beginning of this month, BeerTender communications launched a tactical headline campaign. The Zurich agency Publicis, which inherited the overall Heineken budget in the pitch from JWT + Hostettler + Fabrikant, is responsible for the concept.
The women have a say in the purchase
Slogans such as "You'll have more friends than you care to remember" or "Joystick" are used in the tactical part of the communication to draw the attention of as many potential buyers as possible to the device and entice them to test it in a specialist store. At the end of June, additional measures will be used at image level. When creating the corresponding subjects, the Publicis team agreed that the way to a man is through a woman - not least because the female sex has a say in the purchase of a food processor. In line with BeerTender's premium positioning, "self-confident, stylish" women were chosen for the shoot by photographer Bruno Bisang. Statements are put into the mouths of those portrayed that can clearly be ambiguously inferred from the beer to its drinkers. With sayings such as "I hate bottles", the noble ladies show which type of man they find appealing: Not the beer-bellied undershirt wearer, but the well-groomed contemporary with class. "BeerTender wants to reach men who find a Porsche Boxster appealing and can afford it," comments CD Markus Gut on the target group segment.
The three image advertisements will be launched at the end of the month in various magazines and will be supplemented by further subjects in the fall, as Gut explains. But because even BeerTender's target audience includes the odd football fan, Publicis and media agency MindShare have teamed up with Zurich club Mascotte. The latter is transforming its halls into the Mascotte football arena in June and July. And BeerTenders are set up in the club lounge so that you can practise tapping your own beer under expert guidance.
Heineken Switzerland In 1984, the Dutch brewery group Heineken enters the Swiss beer market with the founding of Heineken Switzerland and the distribution of the brand of the same name. One year later, Heineken acquires ten percent of Chur-based Calanda Bräu, a brewery with over 200 years of tradition. In 1990, the Winterthur beer producer Haldengut and Calanda Bräu in Chur founded Calanda Haldengut. Three years later, Heineken acquires a majority stake in the Haldengut and Calanda Bräu breweries. In 1995, Heineken launches the Amstel brand and a year later the brands Erdinger Weissbier, Fischer, Adelscott and Desperado on the local market. Haldengut and Calanda Bräu have been wholly owned subsidiaries of Heineken since 1999 and have also been trading under the name Heineken Switzerland AG for three years. With a market share of 20 percent and around 850 employees, Heineken now ranks second among the local breweries - the market leader is Carlsberg. (sk)
Heineken wants to arouse exuberant enthusiasm for the BeerTender.
For those who despise bottles: Heineken offers the opportunity to tap your own beer at home. And Publicis makes female charms foam at the mouth in its advertising >> page 7
Simone Keller
In terms of temperature, however, the summer of 2004 seems to have put a spanner in the works for breweries. But now the European Football Championship has kicked off, which in turn could help beer consumption to soar. At least if you believe the popular belief that (male) football fans are a united beer-drinking people - whether in the stadium or at home in front of the TV.
Just in time for the most emotionally heated period of this summer, Heineken Switzerland is also launching communication measures for its invention BeerTender. The dispenser for your own four walls is intended to enable beer lovers to enjoy a freshly tapped Heineken at home without any restrictions. However, with a capacity of four liters and a designer housing, the kitchen appliance is not aimed at the average drinker. Rather, the machine is to be positioned in the premium segment - after all, it costs around 500 francs in specialist shops. Heineken launched the BeerTender in Switzerland back in April last year. According to the company, the product has been very well received by customers.
At the beginning of this month, BeerTender communications launched a tactical headline campaign. The Zurich agency Publicis, which inherited the overall Heineken budget in the pitch from JWT + Hostettler + Fabrikant, is responsible for the concept.
The women have a say in the purchase
Slogans such as "You'll have more friends than you care to remember" or "Joystick" are used in the tactical part of the communication to draw the attention of as many potential buyers as possible to the device and entice them to test it in a specialist store. At the end of June, additional measures will be used at image level. When creating the corresponding subjects, the Publicis team agreed that the way to a man is through a woman - not least because the female sex has a say in the purchase of a food processor. In line with BeerTender's premium positioning, "self-confident, stylish" women were chosen for the shoot by photographer Bruno Bisang. Statements are put into the mouths of those portrayed that can clearly be ambiguously inferred from the beer to its drinkers. With sayings such as "I hate bottles", the noble ladies show which type of man they find appealing: Not the beer-bellied undershirt wearer, but the well-groomed contemporary with class. "BeerTender wants to reach men who find a Porsche Boxster appealing and can afford it," comments CD Markus Gut on the target group segment.
The three image advertisements will be launched at the end of the month in various magazines and will be supplemented by further subjects in the fall, as Gut explains. But because even BeerTender's target audience includes the odd football fan, Publicis and media agency MindShare have teamed up with Zurich club Mascotte. The latter is transforming its halls into the Mascotte football arena in June and July. And BeerTenders are set up in the club lounge so that you can practise tapping your own beer under expert guidance.
Heineken Switzerland In 1984, the Dutch brewery group Heineken enters the Swiss beer market with the founding of Heineken Switzerland and the distribution of the brand of the same name. One year later, Heineken acquires ten percent of Chur-based Calanda Bräu, a brewery with over 200 years of tradition. In 1990, the Winterthur beer producer Haldengut and Calanda Bräu in Chur founded Calanda Haldengut. Three years later, Heineken acquires a majority stake in the Haldengut and Calanda Bräu breweries. In 1995, Heineken launches the Amstel brand and a year later the brands Erdinger Weissbier, Fischer, Adelscott and Desperado on the local market. Haldengut and Calanda Bräu have been wholly owned subsidiaries of Heineken since 1999 and have also been trading under the name Heineken Switzerland AG for three years. With a market share of 20 percent and around 850 employees, Heineken now ranks second among the local breweries - the market leader is Carlsberg. (sk)
Heineken wants to arouse exuberant enthusiasm for the BeerTender.
For those who despise bottles: Heineken offers the opportunity to tap your own beer at home. And Publicis makes female charms foam at the mouth in its advertising >> page 7
Simone Keller
