Creative Brief Heineken PDF

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The creative brief before the final paper ...

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Creative Brief: Heineken Marketing Team (Brand): Heineken Video Director: Zack Haines ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ +++++++++++++ Project Summary Describe the objectives of the project here. Provide sufficient background information about the firm, the brand, and the product. What are major findings from your research? Information about past campaign or current attitude toward the brand can be included here. We are to produce a 30 second video advertisement for Heineken Premium Lager. Heineken has been in business for over 140 years and was founded in Amsterdam, Holland by Gerrard Heineken. Heineken is a bavarian style lager with roots tracing back to Germany. Heineken is currently served in 192 countries across the world, making it the most internationally available premium beer. The target market for Heineken Premium Lager is typically males between the ages of 25-35. Heineken has numerous partnerships in a variety of industries such as music and sports. Some of their partnerships include: F  ormula 1, UEFA Champions League, Rugby world cup, Coachella music festival, Ultra music festival, Outside Lands music festival and James Bond Spectre to name a few. A recent ad campaign for Heineken has been focused on promoting the responsible use of alcohol. The advertisement states:  “If you drink, never drive; just one beer is too many” (heineken.com). Heineken international has a portfolio of over 300 beverages, however we will focus our campaign on Heineken Premium Lager. Heineken Premium Lager is internationally recognized by its signature green packaging featuring the iconic Heineken red star.

Target Audience Describe different segments in the market of your product and indicate which segment(s) will be your target groups. Show Simmons tables to the broadcasting students. 1. Ages 25-35 2. Ages 21-25 as a new target segment added to their original 25-35 3. Both Males and Females 4. Trying to target the Millennial generation as well to expand their audience

Competition and Your Positioning Strategy What are past campaigns of your competitors? What direction are they going? Draw a positioning map to help broadcasting students understand how you want to position your brand in consumer’s mind in relative to your competitors. The brewery industry is an industry that may spend more money on advertising than any other form of commerce. Not many beer companies show the value of sustainability as an importance in their products so this helps separate them. The main competitor of Heineken is A  nheuser Busch, AB InBev, a Belgian brewery group and the largest brewery group in the world due to the volume of beer brewed. This group offers a wide variety of brews with over than 500 brands like Corona, Budweiser, Bud Light or Stella Artois. One example of campaigns of a competitor of Heineken is the Bud Light’s “Dilly Dilly” campaign where they use this catchphrase. It was successful as an entire series of commercials run for more than a year. I t puts into play a kingdom obsessed by the mark. Another campaign of the AB InBev group is the Budweiser Super Bowl advertisement of 2018 where they try to be more on the “sentimental” side. Position Map Authentic / Premium / International / Well-known

Key Message or Unique Selling Point

Describe the main message you want to get across to your audience. Any change in slogan? We want the audience to really comprehend the fact that Heineken is a beverage that is meant to be shared. Meaning its meant to be consumed at social gatherings and events (a fun beer / enjoy life). With unity being the prime goal of the experience of a Heineken, that allows the consumers to do what we feel is a great way to purchase the beer. Having members of your social gathering chipping in to buy the beer. Knowing the beer is a little more expensive than some competitors, the price isn't the focus. However, it becomes logical in a social standpoint to be able to split the cost of a product that a group of people will consume. In addition, Heineken shows significant importance when it comes to sustainability in the environment. The brand puts a focus on helping the environment by protecting water sources and reducing CO2 emissions so incorporating the view of a protection of the environment in the ad, can greatly influence customers values.

Mood and Tone (e.g. color, audio, and etc.) Provide keywords that can describe the tone of the ads that you want (e.g. elegant, sophisticated, calm, exciting, trustworthy, pricy, classy, affordable.) You can provide examples of ads that convey similar tone with what your team wants. 1. Green , yellow, black, purple, blue, orange and enough light (A dark tint to the film if it is an indoor setting, and cool tones if it is an outside setting) 2. Social environment with a lot of activity going on in the background 3. Towards the end and at the very beginning of the commercial focus on the beer and make it look physically “attractive” - show that its cold, some light water dripping on the bottle because it’s chilled, zoom up on the beer. 4. Towards the middle of the clip have a social atmosphere and show how Heineken brings people from all cultures and backgrounds from around the world together. 5. Sophisticated and classy with a splash of college youth 6. An iconic or well known song playing in the background (song known in the millennial generation and up) Expected Responses Describe how you want your audience to react to the ad in terms of attitude, behavior, feeling, or thought. We want the audience to be able to laugh, smile, stay engaged and be able to see our brand as one that can be something that is consistently brought to their next social gathering. Many of the primary audiences will be college students, so those that are legally able to purchase the product, will want to go out and get this for themselves and friends. The Heineken ads we already see have a consistent theme of unity. That's the response that the company wants from its audiences. Unity gives the audience the best opportunity to collaborate when thinking of a beverage to purchase and being able to retain our ad will help with the brand recall next time our target market purchases a beer....