Marketing strategies of Heineken, Corona and Budweiser

Beer is a very popular alcoholic drink. Close to beer, there are whiskey, whine, vodka. But there is one difference, we drink beer a lot. In some countries like the Czech Republic or Germany, beer replaces even morning coffee or ordinary drinking water. So what are the brands that dominate in this huge market? What are the marketing strategies they implement?
Now let’s look at marketing strategies of Beer brands like Corona, Heineken and Budweiser and find out their success phenomenon.

Heineken marketing strategy.

The key factors of their marketing strategy.

I just opened their Instagram page and began exploring. The main topics are the champions league tournament of football, they have been sponsoring the famous tournament already for several years and it led them to a huge success. Millions of football fans are watching champions league and these are active and sociable people who also drink beer a lot. Heineken targets them which help to coonect the brand name to football. Beer is a massive consumable drink and almost 8 of 10 watchers drink beer in a periodic way.
Another topic is the formula1 sponsorship of the brand. The same factors of football tournament also exist here. Moreover, formula-1 is a more noble sport. Here they also gain the status of high quality and noble beer.
Great sponsorships make the brand the most consumable beer in the USA.

Social media appearances of Heineken brand.

In their Instagram page, the brand is recalling and remembering the legends of football and tells us that is time to champion the match. Let’s watch games with champions of the game, with Carles Puyol. This campaign targets people who are more aged. They still love their champions, of course!

The following post encourages us to go to the beach and have fun. This is a video content which shows fun time in the night with people dancing around the fire. Heineken tries to target every event. If it is summer, then advertise about summer activities.

Commercial examples of Heineken.

Here is a famous commercial example of Heineken. Husband and wife are showing their new house to their friends. Wife shows to her friends a new room full of dresses and shoes and all of them were amazed. Instead, the husband shows a room full of Heineken and his friends were terrified. It is a huge refrigerator full of thousands of bottles of Heineken.

In the commercial, a couple is having a date and funny things are happening during the party. A high-class party with many particicpants and the couple is searching a corner to find their intimacy and love and in the way, they overcome a different kind of obstacles.

2 brilliant examples of marketing campaigns.

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Brand personality (archetype) of Heineken.

Every brand and of course Heineken has its a specific archetype. I was examining the posts and commercials of the beer brand to find out the brand archetype of Heineken. The key was hidden under their tv commercials. In the commercials, they show that magical moments the beer gives us, The room full of drinks, or the fancy party full of the magic and also the magical boy.
So the archetype (personality) of Heineken is Magician. The goal of the archetype is to make dreams come true. The desire of the archetype to develop a vision and live it. The values of the magician archetypes are personal transformation, self-improvement, change.

Target market (customer character) of Heineken.

As I already mentioned in the commercials of brands we can find a lot of information about brand positioning and customer targeting. In their commercial, we see young people who are very active and also wealthy. They like high class life with good houses with parties and fancy cars.
The particular psychological group of people Garrison group calls Carpe-diems. Their age is from 18 to 30. They are very outgoing, often going out with friends, like the buzz, like going to upscale places. Seek to have a good career as money gives them independence. They value independence a lot. They like using quality brands, enjoy shopping. If they like the brand they stay loyal to it. Getting the best deal during shopping is very important to them.

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Marketing strategy of Budweiser.

The key factors of their marketing strategy.
The brand has been dominating the beer market in the USA for decades and known as the king of beers. They say Budweiser is Coca-cola in the beer market.

Just like Heineken Budweiser also tries to target massive sports events. It costs a lot, but it is really worth the price. They sponsored super bowl in 2012 and in 2018 they were sponsors of the world cup and they even gave a trophy for the man of the match, a Budweiser trophy. The “King of beers” also puts spell on music events. It is known that a lot of beers are drunk during music festivals. Budweiser says that it is “made for music”. Artists like Rihanna and Jay-Z are advertising the brand. The artists have a lot of fan base and maybe they are their target customers, the music fans.

Social media appearances of Budweiser.

The company has started a campaign about being a king. Whoever drinks the beer becomes a king. Their Instagram posts are full of a series of “Be a king” images. The tattooed girl is a queen, she is a very self-confident and proud person.

Here is a facebook post of Budweiser. The quote says “Difficult takes a day, impossible takes a week”. Jay-Z says. “Made for music” series is one of the main Budweiser campaigns. A lot of festivals are sponsored by Budweiser. A lot of musicians take photos for Budweiser.

Commercial examples of Budweiser.

The following commercial’s name is “Wassup”! Some guys are spending their usual day, calling each other and saying “Watsup”. The guy is watching TV and drinking Bud. This is his everyday routine. And his friend comes in saying “wassup” and also opens the beer. Say “wassup” with Budweiser and just hang out in your house and watch TV.

The following example presents the rural life, the love that exists in rural life. A puppy escapes from one house and gets lost in the other rancho. But the owners of the lands are very id to each other, They bring back the puppy filled with huge love towards the animal. The ordinary life in the country is presented here.

The brand archetype of Budweiser.
Budweiser is a leader in a market. It is a legend beer and they say that the brand is Coca-Cola in beers. They advertise ordinary life and everyday relations between girls and boy, between 3 friends, between friends.
Budweiser is a beer that is consumed by everyone, that’s why the archetype of the brand is Everyman brand archetype. The desire of the archetype is connecting to each other. The goal is to belong, to fit in. The values of the archetypes are equality, democracy, affiliation.
The brand develops ordinary solid virtues, common touch.

Every succesful brand has implimented the strategy of 12 brand archetypes. We need to take just 8 steps for complete archetypal branding with the follwoing book.
1. FInd out your brand archetype.
2. Create a logo.
3. Do the packaging.

Customer character and target market for Budweiser.
While watching the commercial of Budweiser where 3 guys are just laying on the sofa, and watching Tv. They are just drinking beer and ding nothing. The following segment is called “Naysayers” called by Garrison Group.
The following group has a simplistic and practical approach to everything. Their future should be peaceful and well-arranged. They do not like changes and do not respond well to them. Generally, naysayers feel very insecure and technologies bother them a lot. They are very family-centered and long to have a relationship that lasts a long time. They work a lot because money is a mean for living and having a secure future. Responsibility is not for them and does not like it.

Naysayers mainly buy for comfort not for style., buying something when they really need it, not just for the sake of having it. They mainly search the lowest prices and discounts to buy something, the best deals. Quantity is better than quality.

Corona Marketing strategy.

When I say Corona, immediately beaches come to my mind. The beach breeze with a lot of palms. That’s what you get when you drink the bottle of Corona. Just go to the sunny beach with surf and have fun with friends under the burning sun. Take also some limes for extra taste.
Corona puts spell on the magical island where there are you and your friends. The brands give us a ticket to freedom and fun. The island with yellow sand, the beach and the burning sun is your freedom.

The social media appearances of Corona.

The beach is the philosophy of the brand of course! But there is another one which is the bottle with lime and also the yellow color! The girl is swimming with a surf during the sunset, maybe alter she will open a bottle of Corona and enjoy life.

The following post is about the fact that Corona also cares about beaches and nature. Almost 100 islands are cleaned due to the brand as volunteers are cleaning them. The volunteering programs are very precious for famous brands. A lot of them are helping nature and people see that they care about them and the earth.

Now let’s look at commercials of Corona.

The commercial has a very calm atmosphere. Just the sound of the sea is heard and then a guy passes in front of the couple. And the boy took one Corona. Just hang out and relax with Corona, drink and feel the sea breeze and sound.

Do you know what to do with the lime of Corona? The commercial shows us. You just need to push it into the bottle. Wherever you are, in what party you participate, just need to push it in the bottle. And everything is ready.

Brand personality (archetype) of Corona.

What corona advises us to do is going to a beach or to go to a party with friends and do various and interesting activities. The brand encourages us to find something new in friendship. And so the archetype of Corona is Explorer.

The desire of the archetype is finding out who you are through exploring the world. The goal of the archetype is to experience more fulfilling, interesting life. The values of the archetype are spirituality, self-sufficiency, individuality. Corona always promotes your individuality and it also adds some particularities to its product like lime, which creates an individual a different style of beer.

Now let’s see what kind of customer Corona targets.

I watched the commercials of Corona very attentively and found out that they are progressive youth who stream to do something new and unique. The kind of customer segment is called Progressives. They are young and intellectual people who are mainly interested in other cultures. They do not spend money if it’s not necessary. Traveling and visiting new countries are the activities they like the most. They are people who do not like to be seen as mainstream and have their own style.
Whatever the progressives buy should have a value. 75 percent of them says that inside the packaging is more important than outside. The same amount says that ads should be entertaining. Comfort in everyday clothing is more important and they prefer everyday and casual style with a little sophistication.

Overall these 3 beer brands have made history, they are leaders everywhere and also great virals. Heineken tries to give a little magic to each of us, instead, Budweiser claims to be the king of beers and the beer is seen in the hands of every American citizen. Corona tries to take us to the beach, where everything is magical and perfect. In reality, the taste of the beers does not vary so much. The marketing strategies and approaches are different. What customer thinks and feels about a brand are different.