In 2020, Heineken unveiled its EverGreen balanced growth strategy, prioritising profitability as a core objective. Positioned as a premium star within the portfolio, Heineken’s success was critical to driving revenue and profitability for the business. Thus, all eyes were on the quest to ignite growth, hastening the realization of EverGreen’s objectives.
Analysis revealed that Heineken was losing relevance with younger consumers, failing to resonate consistently across markets. Diverse perceptions of “who Heineken was” demanded a fresh, globally relevant, and adaptable brand positioning.
As the flagship brand of the Heineken business, Butterfly was engaged to reshape its positioning to foster relevance and meaning with consumers was essential to fortify its premium status in the competitive beer category.
As the eponymous brand of the Heineken business, evolving its positioning to drive relevance and meaningfulness with consumers would be the foundation from which to build world class creative to further drive its premium position within the beer category.