Ads of the world posted this Heineken viral ad for beer gloss intended for the UK market.
This ad is further proof that most consumers don’t really like beer. They like beer brands. Brand image in the beverage industry is important because the drinking is social and speaks to consumers’ socio-economic status. Heineken has done a great job of taking advantage of this in the US market.
Drinking an imported lager makes consumers feel well informed and even cultured. Heineken has great brand elements- the red star is super cool, the green bottle looks good and the label suggests some kind of brewing tradition. Even the name suggests the old country. In addition, the advertisements always have great production value they are witty and impeccably targeted.
As a result, Americans love to be seen drinking Heineken. They bring it to fancy parties that their friends throw. Most bottle service bars only stock Heineken and Amstel Light (a Heineken product) and one other import like Corona. I doubt anyone ever drinks Heineken at home when no one is looking but, nonetheless, the brand has a great market position and sells lots of beer at high price points.
However, in Europe it’s just a normal domestic lager. It’s analogous to how Bud stands in terms of brand equity and price in the states. Its mass produced at a big factory. It doesn’t have any local appeal. It’s just Heineken there and it gets corny domestic advertising that looks like Bud Light’s ads. This ad is gross and appears to be targeted at 16 year olds.
How good do you feel about paying 7 bucks for Heineken at the bar now?
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