06
Heineken Promotions
Category
Promotional Strategy
Client
Heineken
Year
2017–2018
Role
Manager
The Prized Cap Promotion strategy and business tool helped Schin recover its volume and coverage. It was a huge success that Heineken company expanded to other mainstream and value brands
Case
Context
Heineken bought Schin for half what Kirin paid for Schincariol. The reason? Kirin took a considerable loss for the first time in history, and the Brazilian Headquarters was mainly responsible for the poor results.
Despite still being a brand consumers considered, Schin suffered from poor communication decisions. The brand's value equation, a crucial factor for a mainstream brand, was unbalanced, causing Schin to lose its status as a consumer choice.
Tension
Our in-depth research on consumer behavior revealed a critical insight: the first beer a consumer orders often sets the tone for subsequent orders. That underscores the importance of incentivizing the first order to influence the drinking session.
Insight
At the bar, winning a nightcap is more relevant than winning a house.
The results of promologico - the largest study about the relationship of Brazilian with promotions - have shown us that consumers want promotions that are easy to win and have a clear benefit for them. Think with me: when you are at the bar, you don't want to win a house or a car; you want to keep drinking and talking.
Besides, buying one and winning another was a promotional mechanic most Brazilians participated in because everyone won a popsicle stick as a child.
Campaign
Prized Cap Promotion
You open, find, and win.
As other brands got into the promo, other films were launched
Trade Strategy - A simple mechanic to participate in, tough to operate.
This Prized Cap Promotion used the bar's refrigerator, energy, and labor work. We also needed to offer a strong benefit to incentivize participation.
So, we developed a mechanic where, if a consumer won a beer from their bar promotion, the bar owner would win a double. When the sellers were in the bar, they took the cap and inserted the benefit in their smartphone app.
Results
The promotion was a huge success and became a business tool for every mainstream and value brand. The company also created three other versions of the promotion.
In this first edition, Schin stopped bleeding for the first time and returned to growth. Schin achieved outstanding coverage in recent years, being present in more POS than in 2015.
Context
Heineken bought Schin for half what Kirin paid for Schincariol. The reason? Kirin took a considerable loss for the first time in history, and the Brazilian Headquarters was mainly responsible for the poor results.
Despite still being a brand consumers considered, Schin suffered from poor communication decisions. The brand's value equation, a crucial factor for a mainstream brand, was unbalanced, causing Schin to lose its status as a consumer choice.
Tension
Our in-depth research on consumer behavior revealed a critical insight: the first beer a consumer orders often sets the tone for subsequent orders. That underscores the importance of incentivizing the first order to influence the drinking session.
Insight
At the bar, winning a nightcap is more relevant than winning a house.
The results of promologico - the largest study about the relationship of Brazilian with promotions - have shown us that consumers want promotions that are easy to win and have a clear benefit for them. Think with me: when you are at the bar, you don't want to win a house or a car; you want to keep drinking and talking.
Besides, buying one and winning another was a promotional mechanic most Brazilians participated in because everyone won a popsicle stick as a child.
Campaign
Prized Cap Promotion
You open, find, and win.
As other brands got into the promo, other films were launched
Trade Strategy - A simple mechanic to participate in, tough to operate.
This Prized Cap Promotion used the bar's refrigerator, energy, and labor work. We also needed to offer a strong benefit to incentivize participation.
So, we developed a mechanic where, if a consumer won a beer from their bar promotion, the bar owner would win a double. When the sellers were in the bar, they took the cap and inserted the benefit in their smartphone app.
Results
The promotion was a huge success and became a business tool for every mainstream and value brand. The company also created three other versions of the promotion.
In this first edition, Schin stopped bleeding for the first time and returned to growth. Schin achieved outstanding coverage in recent years, being present in more POS than in 2015.
Context
Heineken bought Schin for half what Kirin paid for Schincariol. The reason? Kirin took a considerable loss for the first time in history, and the Brazilian Headquarters was mainly responsible for the poor results.
Despite still being a brand consumers considered, Schin suffered from poor communication decisions. The brand's value equation, a crucial factor for a mainstream brand, was unbalanced, causing Schin to lose its status as a consumer choice.
Tension
Our in-depth research on consumer behavior revealed a critical insight: the first beer a consumer orders often sets the tone for subsequent orders. That underscores the importance of incentivizing the first order to influence the drinking session.
Insight
At the bar, winning a nightcap is more relevant than winning a house.
The results of promologico - the largest study about the relationship of Brazilian with promotions - have shown us that consumers want promotions that are easy to win and have a clear benefit for them. Think with me: when you are at the bar, you don't want to win a house or a car; you want to keep drinking and talking.
Besides, buying one and winning another was a promotional mechanic most Brazilians participated in because everyone won a popsicle stick as a child.
Campaign
Prized Cap Promotion
You open, find, and win.
As other brands got into the promo, other films were launched
Trade Strategy - A simple mechanic to participate in, tough to operate.
This Prized Cap Promotion used the bar's refrigerator, energy, and labor work. We also needed to offer a strong benefit to incentivize participation.
So, we developed a mechanic where, if a consumer won a beer from their bar promotion, the bar owner would win a double. When the sellers were in the bar, they took the cap and inserted the benefit in their smartphone app.
Results
The promotion was a huge success and became a business tool for every mainstream and value brand. The company also created three other versions of the promotion.
In this first edition, Schin stopped bleeding for the first time and returned to growth. Schin achieved outstanding coverage in recent years, being present in more POS than in 2015.
Latest
Projects
