Heineken: Don’t be afraid of the experiment

Upping your brand by design

Mark van Iterson – Global Head of Design & Concept Vianen 24 Juni 2014

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D A R E T O E X P E R I M E N T

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The Brewing Industry Top 10 in 2012

Source: Canadean Wisdom Database July 2013 For HEINEKEN, Consolidated beer volume 2012

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Heineken® | The Leading International Brand

Heineken®

Budweiser

Corona

Carlsberg

Guinness

Stella Artois

Amstel

Brahma

Foster’s

Tuborg

1

2

3

4

5

6

7

8

9

10

29.1

17.5

13.0

11.6

10.5

7.9

7.7

7.4

7.0

6.7

HEINEKEN DESIGN & INNOVATION ROLE

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Generic, undifferentiated Price competition

DESIGN INNOVATION BRANDING

Unique, desirable, emotional Worth paying more for

HEINEKEN DESIGN & INNOVATION ROLE

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Unique, desirable, emotional Worth paying more for

DESIGN INNOVATION BRANDING

Generic, undifferentiated Price competition

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DESIGN & INNOVATION IS PART OF HEINEKEN DNA

• Branding

• Better beer experiences

• Progress

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DESIGN YOUR OWN

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1960’s

DESIGN IS THE PREMIUMNESS OF THIS ERA

• Added value

• Differentiation

• Engagement

Design drives company and brand

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DESIGN IS THE PREMIUMNESS OF THIS ERA

• Not just ‘luxury’

HOW TO APPLY FOR F.M.C.G. / Heineken ?

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1) Timeless foundation

2) Excitement through specials

3) Design as activation

3 LEVEL STRATEGY

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SOLID FOUNDATION; CONSISTENT, TIMELESS, ICONIC

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1) Timeless foundation: icons

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March 2007

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Iconic logo; a timeless classic

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Our identity 5 years ago

Emotional

benefits

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... and how we evolved

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... and how we evolved

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ALWAYS EXCITING IN BAR AND ON SHELF

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2) continuous excitement on shelf and in bar

1) Timeless foundation: icons

2) continuous excitement on shelf and in bar 2) continuous excitement on shelf and in bar

ALWAYS EXCITING IN BAR AND ON SHELF

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1) Timeless foundation: icons

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Heineken – open your world Past, Present and Future

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3) design as territory of interest and engagement

HIGHEST LEVEL : DESIGN = ENGAGEMENT

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1) Timeless foundation: icons

2) continuous excitement on shelf and in bar 2) continuous excitement on shelf and in bar

Heineken Event apparel ... not very exciting

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September 24, 2010 Page 52

SHOW DESIGN IN ACTION

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ACT LIKE START-UP:

MONTHS / YEARS

THOROUGH STAGE GATE MODEL

3) design as territory of interest and engagement

HIGHEST LEVEL : DESIGN = ENGAGEMENT

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1) Timeless foundation: icons

2) continuous excitement on shelf and in bar 2) continuous excitement on shelf and in bar

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