Au Notebook
#News: “The difficult reveals the wise“ - What can be learned from Heineken's Customer approach strategy #workresponsibility
Marketing campaigns targeting office workers seem to be quite a difficult "problem" for beer brands. Because if not done skillfully, the campaign can become sensitive and easily mistaken that office workers "have to drink beer", which unintentionally makes customers feel like they are being imposed. Therefore, the "land" of office workers for beer brands is both "wild" and "fertile" - although unprecedented, the potential for exploitation is great. "The difficult reveals the wise", Heineken seized the opportunity to launch the #workresponsibility campaign to "capture the hearts" of this customer base.
