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.”

 

HeinekenYou know, so you can tell.

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.

Kudos, Heineken.

See more posts in the following related categories: Beer brands Coors Heineken

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Arya Stark had every right to get naked

  Arya Stark   Tom Dougherty, CEO - Stealing Share 24 April 2019 Arya Stark had every right to get naked (Game of Thrones spoiler alert! Especially when it comes to the beloved and now all grownup Arya Stark.)I was as shocked as everyone else this past...

5,994 and counting, retail closings at record numbers

  Retail closings   Tom Dougherty, CEO - Stealing Share 17 April 2019 5,994 and counting, retail closings at record numbers In 2018 alone, 5,864 retail locations closed. So far in 2019, retail closings stand at 5,994 and it is only April. If the pace stays...

Share This