KUALA LUMPUR: Heineken took home gold a third consecutive time in the Beverage-Alcoholic category at the recent consumer-driven Putra Brand Awards 2014.
“At Heineken, consumers’ brand experience is our ultimate priority,” said Jessie Chuah, Heineken Malaysia’s marketing manager.
“Winning gold again is testament that we are continuing on the right track by providing strong and relevant marketing campaigns that are engaging, innovative and progressive.”
Heineken says its goal is to connect with consumers beyond just the drink. One of its strategies is to link sporting activities to its consumers. The UEFA Champions League has been a long-term partner, and more recently, Heineken added golf into its portfolio with Malaysia’s CIMB Classic.
Meanwhile the Heineken Thirst campaign incorporates music as a key element, delivering new and progressive music experiences. Aside from bring in global headliners such as Tiesto, Avicii and David Guetta to our shores, Heineken also puts a great emphasis on the visual and experiential component of these events.
The recent Heineken Thirst 2013 saw a custom-built festival site that dramatised the design ethos that the brand showcased during the Milan Design Week – an innovative origami-inspired design evident throughout the festival site.
DESIGN BEYOND BEER
Design innovation is also an important aspect for the brand. Its award-winning “STR & Club” bottle design showcases the fusion of design and innovation. This bottle design has a hidden layer of excitement: UV patterns that “light up the night” under black light.
Only available in exclusive bars and nightclubs, it is one way that Heineken creates premium experiences.
The quality of the drink, however, remains the bedrock of the Heineken brand. It was with that in mind that Heineken launched its Star Serve campaign – a global draught beer quality programme to ensure the perfect pint of Heineken is served each and every time.
Over a period of 10 months last year, bartenders across Malaysia participated in a comprehensive training programme that not only honed their pouring skills but groomed them to be stars in the hospitality industry. The country now boasts a world No 2 holder in Jimmy Goh Teong Hock, who came in second at the Heineken Global Bartender Finals in Amsterdam in December.
These successful campaigns and the latest win at the Putra Brand Awards make Heneiken’s 150th anniversary this year even more special.
The iconic beer, which began as a single brewery in Amsterdam 150 years ago, has certainly grown into the world’s most international brewer. Foresight, along with brand innovation, has allowed Heineken to create the best possible drinking experiences.
To be part of Heineken’s exciting calendar of events, log on to www.facebook.com/Heineken or www.heineken.com/my for more information.
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