Heineken: There is More Behind the Star

Heineken, a premium beer brand, reached out to Nigerian consumers who had turned to more affordable beer brands by creating a video series with American rapper Jidenna.

Campaign details

Brand: HeinekenAgency: Red Media Africa

Campaign description

Heineken is one of the world's biggest premium beer brand, and remains of Nigeria's most recognised international brands. However, due to intense pressure on the country's economy (falling oil prices, very high inflation and devaluation of the Naira), Heineken had began to lose consumers to cheaper and easily affordable beer brands.

In addition, research data confirmed that previous Heineken global campaigns, which were expanded into Nigeria recorded low comprehension among the target audience. Local consumers failed to connect with the brand messaging due to cultural contexts, which affected...

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