Heineken mocks Coors, as it should
Tom Dougherty, CEO – Stealing Share
24 May 2011
Coors says you can tell if the beer is cold by its color. How about just touching the bottle?
One of the most ludicrous marketing positions taken in recent years is Coors claiming the brand position of “cold.” It’s ludicrous for many reasons: It’s not claimable because, for it represent a true choice, other beers would have to claim to be “warm,” and it is the drinker who makes it cold, not Coors. That’s why I got so much pleasure out of a recent Heineken print ad that mocks the Coors position, especially the Coors tactic of its cans changing color when they become cold.
“Taking on a competitor so directly is not a position in itself, but it can be effective and is especially meaningful if it fits within the context of your brand.”
Looking at the larger picture, taking on a competitor so directly is not a position in itself, but it can be effective and is especially meaningful if it fits within the context of your brand.
In this case, the tone is exactly right for Heineken. It’s not over the top as many beer brands would do it. Most importantly, it fits into Heineken’s “open your world” brand. While that brand themeline is about experience, it also suggests thinking beyond the status quo. Not just taking what “they” give you.
In this case, it’s the common sense of seeing right through Coors’ silly position and cold can tactic because your eyes (world) are open.
Netflix cancellations Tom Dougherty, CEO - Stealing Share 23 October 2018 Netflix cancellations improve the experience Here is something that I am super stoked about: Netflix cancellations. It’s about damn time. It’s probably because I lambasted entertainment...
Nebraska tourism Tom Dougherty, CEO - Stealing Share 22 October 2018 Nebraska tourism campaign kicks ass Oh, the poor people of Nebraska. The Nebraska Tourism Commission unveils a kick-ass campaign, and residents think it sucks. “This’ll get folks flocking here in...
Video Advertising Bureau Tom Dougherty, CEO - Stealing Share 18 October 2018 The Video Advertising Bureau recommends crap Can you sing the Wayfair jingle? The Video Advertising Bureau wants you to believe it’s so important. "Is the future uncertain? Nope. It’s...