Cannes Lions

KAISER BEER

THE BRAND UNION, London / HEINEKEN / 2012

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Overview

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Overview

Description

In 2010, Heineken bought Kaiser and a new positioning was defined for the brand. Kaiser was to become ‘Real Beer for Real People’. This platform, endorsed by Heineken, was identified from mass consumer research and insights from around 4,500 people in Brazil. Consumers in that region are seen as ‘Beer Experts’ who want more from a brand in order to be loyal. The Brand Union’s primary objective was to develop an idea that would appeal to the target market of predominantly lower middle and working class men, differentiate the brand from competitors and work across multiple touch points.

Execution

‘It’s what’s inside that counts’ became a conceptual springboard for the brand’s new identity. The use of 2 parentheses to form a ‘K’, alluded to the concept, evoked the local design aesthetic of making something out of nothing, and provided the brand with a powerful icon and mechanism enabling Kaiser to enter into a dialogue with consumers, visually and verbally. The look and feel of the can is a direct response to ‘Real Beer for Real People’. The can’s primary aesthetic is a visible substrate of raw aluminium, which sets it apart from the over-designed approach of their competitors.

Outcome

The project was a complete revival of the brand, which launched in January 2012. It’s in its early days yet, but there are positive signs of a shift in consumer perceptions of the brand. As it accounts for 60% of Heineken’s volume in Brazil, there is a strong drive to ensure the success of the brand through social media, PR, and advertising.

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2023, HEINEKEN

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