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.
Nextdoor Tom Dougherty, CEO - Stealing Share 11 December 2018 Use Nextdoor, get rid of Facebook About a year or so ago, I kissed Facebook goodbye. Much to my surprise, it’s making me use NextDoor more. My withdrawal from online communities probably isn’t a shocker...
Brand Purpose Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...
Retail market changes Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...