Heineken Goes Classy But Can The Boys Club Go With Them?
October 26, 2007
This is rich. Looks like Heineken USA is going to lose it’s frat boy tagline of “It’s all about the beer” and take on, “Heineken. The definitive world class beer.” Andy Glaser, brand director-Heineken, told wholesalers that Heineken must maintain its “specialness.” The new positioning is an attempt to differentiate the brand from its competitors like Miller. The brand is going to continue to use The Boys Club as their agency of record. Wonder how they’ll fare considering that “class” isn’t quite the shop’s specialty.
Can’t wait to see what BC comes up with.
Read More: Hulu Is Shaking Its Way Into Beta
October 26, 2007 at 8:24 pm
From the beer-a-day demographic:
When are we over-6o grandmothers who drink nutty-rich microbrews going to be wooed? Isn’t there anyone out there who wants our money?
October 27, 2007 at 8:37 pm
Hey, they don’t even want a career woman’s money.
I guess all 51% of the population ahem, us women… will have to wait in line till someone gets a bit more smart and a little less juvenile.