hoegaarden beer - product launch

PRODUCT LAUNCH2007/2008

HIGHLIGHTS

1. The achievement of a behavioural insight that was reinforced by a physical attribute that I’ve noticed at product’s exclusive cup.

2. The proposal of a comprehensive Communications Strategy to construct the desire positioning.

3. A hands-on research that deep dived into the Brazilian beer market, mapping competitors, analyzing drivers and understanding consumers.

CHALLENGE

How to position and communicate Hoegaarden?

Premium beer imported from Belgium,with distinctive composition and taste.

RESEARCHAfter a deep dive into the category, surveying consumers and observing their behaviour as a way to understand the market,

its players and drivers, we found out that:

The average Brazilian was learning to enjoy distinctive beers.

Special Beers share - Brazilian market :

Source: Nielsen – site Ambev

2,3% 5,3% 6,8%

2001 2006 2007

- regular(popular)

- special

(Premium + Super Premium)

The Premium Beer market had many different competitors,

therefore the need of a distinctive positioning.

Pubs were responsible for 58% of the category’s distribution.

MARKET

1. Suggestion

2. Status/ Self-gratification

3. Availability

4. Imported

5. Price

DRIVERS

“Someone suggested me, saying it is good”

“It’s cool, the glass is unique. I do deserve it, it’s how I treat myself.”

“Because it’s available/ being served.”

“Way better than domestic.”

“It ‘s affordable/ It’s on my price range”

“Itʼs not the beer itself... itʼs about being seen as different... thatʼs the real deal with Premium Beers. Itʼs a personal upgrade."

Rodrigo – Consumer

CONSUMERWe’ve also identified two distinctive consumers:

Newbie:

•Stepping into the market.

•Drinks Premium Beers, looks for better quality.

•Drinks Super Premium Beers once in a while – Learning factor

•Looks for new experiences, new flavours.

Regular:

•Volatile – Promiscuous

•Regular drinker, knows beers’ heritage and uniquenesses.

•Looks for new experiences, new tastes – cultural enrichment.

TARGETAnd, based on their behaviours, picked our target.

Regular:

•Volatile – Promiscuous

•Regular drinker, know beers’ heritage and uniquenesses.

•Look for new experiences, new tastes – cultural enrichment.

Newbie:

•Stepping into the market.

•Drinks Premium Beers, looks for better quality.

•Drinks Super Premium Beers once in a while – Learning factor

•Looks for new experiences, new flavours.

PRODUCTHoegaarden had the right price and a taste that was unique

enough to be positioned as “your first Premium beer”.

Price x Segment

PRICE

First Step into category

POPULAR REGULAR SPECIAL

The Premium Beer consumer is someone who has achieved some professional and personal results, who has conquered

some space and is now a bit different from what he/ she used to be.

Someone who, like a diamond, has been “crafted by life”.

A - B+, 25 - 40, mostly men, urban.

Drink to taste and enjoy its flavour, not to get drunk.

Acknowledge the added value of the product and agree to pay more for that.

CONSUMER INSIGHT

We also noted that Hoegaarden’s exclusive cupis built with a six-sided body

and bottom.

Instead of rounded watermarks, and different

from all the other Premium Beers’ cups, this one leaves

“crafted” water stains.

PRODUCT INSIGHT

COMMUNICATIONINSIGHT

If you’re no longer the same, why does your beer have to be?

ATL- Films - TV and Theatre

- Press

- Manly Magazines

BTL- Blitz at Corp.

- Trial tastings through

mailing

- Tasting BoothAWARENESS

- Brand Ambassadors

- Aspirational Brands

- International Flights

- Bloggers

POConsumption- Coasters and Bucket

- Pub Merchandising

- NewAd and Mirror

- Hexagonal Table

COMMUNICATIONSTRATEGY

POS- Bottle Tie, Stopper

and Shelf Tags

- Exhibition Display

- Cross Merchandising

CREATIVEDEVELOPMENT

When you evolve, the world evolves with you.Hoegaarden – It is great to evolve!

Years and years to master the perfect

combination and here comes John Doe with

an ordinary cup.

It is great to evolve.

FINAL CONSIDERATIONS

1. This project was developed as part of the Miami Ad School Account Planning Bootcamp.

2. Despite being theoretical, it was based on a real brief conducted by Hoegaarden’s Product Manager, from AmBev.

3. The entire study took 3 weeks to be developed by a team of 3 Account Planning students.

4. The Creative development, led by two Creative students, did not reflect our desired positioning but had to be presented “as is”, as part of their evaluation.

creative plannerROBERTO FARIA

www.robertofaria.com