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Digital Marketing and Technology

Heineken USA

Client: Heineken USA

Project: Strategic Marketing

Overview: In order to capture a highly targeted audience for their new beverage launch, Heineken USA needed the right market strategy. R2i immediately recognized that this tactic needed to leverage the recent influx of young professionals making Baltimore a hip place to live, work, and play.

R2i Solution: R2i spiced up delivery of the Heineken Light message with a "We Live Here Too" campaign, delivering Maryland-themed gift baskets to new homeowners. By leveraging a network of real estate professionals, R2i was able to successfully deliver the Heineken Light brand to upwardly mobile professionals in targeted Baltimore waterfront communities. This marketing initiative was intuitively designed to not only create awareness but to solidify Heineken Light as the occasion beer for consumers with high standards.

R2i went on to develop similar guerilla marketing campaigns for Heineken's Dos Equis brand with the development of the "Dos Equis XX (20)" campaign. This campaign included strategic event sponsorships on a local level that tied into existing powerful social networks. By attaching themselves to the local music scene, Heineken was able to capitalize on the fan database and "followers" that local bands already established, thus penetrating this market. By creating a more granular grass-roots series of event sponsorships, R2i offered Heineken greater impact at much lower costs.