Jacqueline Van Faassen, Premium Brands Director & Head of Innovation at United Breweries (Heineken India), spoke to FE’s Alokananda Chakraborty on the beer brand’s association with sports and how it has helped keep the excitement alive around the brand. Edited excerpts:
To what extent is Heineken’s sponsorship strategy in line with the premiumisation plan?
Through our sponsorships, we create bespoke and elevated experiences for our consumers and fans, letting them immerse in the world of Heineken – sparking connections and social moments, while bringing people from 192 countries. The brand sponsors some of the world’s largest premium sporting such as UEFA Champions League and F1 to showcase just how important human connections are in generating good times around the world.
What have football & F1 done to Heineken’s global imagery and India presence?
As a truly international brand, Heineken is always looking to thrill fans with elevated experiences and bring them together as a community to celebrate the sport they love. With football, the UEFA Champions League and UEFA Women’s Champions League complement Heineken’s other partnership platforms – all of which enable us to create unforgettable experiences for fans to enjoy.
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For the recently concluded UEFA Champions League, Heineken launched a global platform where fans across the world got a chance to win an all-expense paid trip to watch the Final in London. As a part of this global tie-up, the Heineken Company gave hardcore fans from India as well a premium world-class experience to enjoy the finals live at the Wembley Stadium in London.
How has the brand kept the excitement alive over the years?
Heineken exists to spark human connections around the world and to generate good times that help make the world a refreshingly better place. The global brand always bring in fresh perspectives and with UEFA Champions League, Heineken continues to champion inclusivity in the football. The “Cheers to All Real Hardcore Fans” campaign is focused on the passion football fans are known for. It strives to showcase the breadth of diversity of modern football fandom, especially those fans that are overlooked.
Give us an idea about your social media presence?
Digital and social media is core to our marketing strategy to create memorable experiences for consumers, along with experiential marketing activations to connect with our audience on a deeper level, and being a brand rooted in popular culture. The global brand intensified focus on digital and campaigns to drive consumer engagement that enables genuine connections and help people experience the joy of true togetherness.
(The writer attended the UEFA Champions League finals in London at the invitation of Heineken)
From: financialexpress
Financial News
