Essay about Heineken Open Your World Ad Analysis

Heineken - Open Your World 2011 Nadine Garrison (10015730) MKTG 435 Advertising Critique 11/21/2011 INTRODUCTION The year is 1864. When 22 year old Gerard Adriaan Heineken acquired a small, local brewery in the heart of Amsterdam, it is doubtful that he would have imagined his modest company growing and expanding well into the 21st century. Despite its extensive history, Heineken claims to continue to use the original recipe formulated almost 150 years ago. Presently, Heineken International boasts a portfolio of 170 beer brands, 119 breweries in 65 different countries, and is ranked the third largest brewery in the world (JAZD, 2008). The brewery Gerard Heineken acquired so many years ago is now preserved in an interactive†¦show more content†¦Going viral. VIRAL VIDEOS TO TELEVISION COMMERCIALS Heineken and their chosen ad agency decided to take the non-conventional route towards digital advertising. Recently, there have been many provocative television commercials that have stood out so much that viewers across the continent have taken the opportunity to upload them online for the world to appreciate. YouTube has become the ideal breeding ground for these videos to become viral. Instead, the agency created the series of videos aforementioned specifically for certain websites including their own YouTube channel. There are several reasons to taking this approach but two are obvious: cost and dignity saving. It costs practically nothing to upload a video online and if the first spot turns out to be a bust, the spot can be pulled. The consequence is saving more face than if it made it to television. Thankfully, the first spot turned out to be a hit, as well as the following videos in the series. The television commercials, although featuring different characters and storylin es, continued to achieve their goals. In July, Heineken Light was introduced under the tagline Occasionally Perfect. The advertising efforts for the new beer were aligned perfectly with the successful Open Your World campaign. As predicted, the campaign was widely accepted in comparison to the previous, unrefined See the Light campaign (Rudenko, 2011). POSSIBLEShow MoreRelatedMurphys Brewery924 Words   |  4 PagesMURPHY BREWERY IRELAND SYNOPSIS This case examines the marketing of Murphy’s Irish Stout at the time of the merger between Guinness and Grand Metropolitan. Murphy Brewery is owned by Heineken International and has expanded its scope beyond Ireland in recent years. However, the brand is a distant second internationally to Guinness in the stout category. Furthermore, the company has launched a new brand—Murphy’s Irish Amber. This case discusses the Murphy’s situation in Ireland, the UK, andRead MoreThe Uefa Champions League: Heineken Sponsorhip1966 Words   |  8 Pagessporting event worldwide. For an event of this magnitude, the stakes for everyone involved are very high (appendix 1). This essay includes a short description of the tournament along with an overview of the stakeholders, followed by an analysis of one of the sponsors, Heineken. Description: UEFA has been organizing the Champions league since 1955, although it changed format in 1992. Since 1992, the competition is divided into several parts; it begins in mid-July with three knockout-qualifyingRead MoreThe Uefa Champions League: Heineken Sponsorhip1953 Words   |  8 Pagessporting event worldwide. For an event of this magnitude, the stakes for everyone involved are very high (appendix 1). This essay includes a short description of the tournament along with an overview of the stakeholders, followed by an analysis of one of the sponsors, Heineken. Description: UEFA has been organizing the Champions league since 1955, although it changed format in 1992. Since 1992, the competition is divided into several parts; it begins in mid-July with three knockout-qualifyingRead MoreRhetorical Analysis Of Heineken s Worlds Apart Ad1397 Words   |  6 PagesRhetorical Analysis: Heineken s Worlds Apart Ad https://www.youtube.com/watch?v=etIqln7vT4w Throughout the video the author is trying to get one message across, which is that no matter how different peoples views are and what the political climate is, people can sit down over a beer and discuss their differences without having an argument. The author is mostly using pathos in the ad. He wants the audience to fully understand and feel why it is important to have discussions instead of fights orRead MoreMarketing Guinness Essay3335 Words   |  14 Pages Table of Contents: 1.0†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦....Introduction 3 1.1†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Present Situation 3 2.0†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Environmental forces 4 2.1†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Micro 4 2.2†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Macro 6 3.0†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦SWOT Analysis 8 4.0†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Product and Branding Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦......9 4.1†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Guinness most popular branding strategies 12 5.0†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Pricing Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦................................13 6.0†¦Ã¢â‚¬ ¦..Promotional Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦14 6.1†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Arthurs Day 14 6.2†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Hurling 14 7.0.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Distribution 15 References 16 List ofRead MoreAdvertisemet Analysis of Johnson Baby Powder6401 Words   |  26 PagesAdvertisement analysis of Johnson’s baby powder Related organization: Johnson amp; Johnson The report contains analysis of advertisement campaign of Johnson’s baby powder product line. Submitted to: Mr. Abhinav Nigam Assist. Professor Banasthali University Submitted by: Versha Gupta MBA 2nd Year Banasthali University Banasthali university Acknowledgement Many of the ideas that lead me to design and develop the first objective of the project â€Å"Advertisement Analysis Of JohnsonRead MoreThe Ultra Miami Festival Event2626 Words   |  11 PagesStakeholders†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦.4 4. Media†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..7 5. Unique qualities of an event†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦8 6. Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.9 7. References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.10 Introduction: Ultra Music Festival (UMF) is a yearly open air electronic music celebration that happens in March in the city of Miami, Florida, United States (DURAN, 2013).In this report I have analysed about the ultra-Miami festival event in USA and what is behind the success of the event. Events rarelyRead MoreImportance of Surrogate Advertising in Creating Brand Identity for Liquor Industry(Final)14020 Words   |  57 Pagesliterature review 5-40 research methodology 41-49 FINDINGS AND ANALYSIS 50-60 Conclusion and RECOMMENDATIONS 61-66 BIBLIOGRAPHY 67 Appendix 68-69 QUESTIONNAIRE 68 INTRODUCTION Background Information For some â€Å"advertising† is a surrogate for being on stage—in the limelight. When people work on a brand, they identify with the brand, and its â€Å"advertising† becomes part of them. 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Heineken Chaired Professor of Marketing INSEAD Jean-Claude Larrà ©chà © The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing INSEAD Hubert Gatignon Partner, Director of RD STRATX International Rà ©mi Triolet To search this document click CTRL+F i Publisher: STRATX International Production: Minute Man Press, Cambridge, Massachusetts Cover Design: Synergy Network, Waltham, Massachusetts Marketing Manager: Lucy