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Even in a crisis, Brazilians stop buying their favorite brand of beer, said Vanessa Brandao, Director of Marketing for Brands. Main from the group Heineken, in an interview with UOL Media and Marketing. “Hey The taste does not subside. When consumers try something they like, they rarely return.”
Beer is the item that recorded the largest drop in sales by volume (-15.6%) in the first half, compared to the same period last year, according to a study by NielsenIQ, a consultancy that monitors product sales in supermarkets.
For Brandão, who has been in office since January 2021, consumers would rather drink less than buy an inferior brand.
See the interview below.
You serve three beer brands from the Heineken group: Amstel, Devassa and Tiger. How it works? In what range are they?
Yes, it’s the “predominant single malt” part, which was created when Devasa became a single malt beer (in 2016). There, he began to understand that the Brazilian consumer had changed. He began to search for a quality product, wanted to know more about the recipe.
The premium beer market (such as Heineken and Stella Artois) had grown a lot in that time and it was understood that there was an opportunity to democratize what previously only existed in this range, which is pure malt beer.
A study by consultancy Nextop, released this month, shows that beer is one of the products consumers leave in their carts when choosing what to buy. How to reheat the market, make the consumer buy beer again?
We’re getting out of the woodwork. We are stuck at home, due to the pandemic, and consumption in both e-commerce and supermarkets has increased a lot. What we see today is the movement of the bars growing exponentially. Our strategy is also focused on being in the pub. People want to consume outside the home.
We’ve already gone through some crises in the country, and the beer market has never gone down from the point of view of “consolidation”. The palate does not recede. When consumers try something they like, they rarely return.
And beer has a sense of reward, with his choice of beer that he loves. It is a consumption that is directly related to people’s free time. The consumer buys ammunition. He may reduce the quantity, but he will not stop consuming the preferred brand.
Devasa is 20 years old. Today, it may not have been released with the same name and concept back then. How has this brand changed over time and what now comes to the concept of Brazilian, speaking of the creative essence of Brazil?
The brand’s position was changed when it became part of the Heineken Group. Created by Brazilians, this shift from recipe to pure malt has made a huge impact in the history of beer.
With Devasa, we say “tropical shifts”: Brazilians can give their touch to all that is. We always make things better.
This branding celebrates the creative power of Brazilians, whether in music, art or culture. And when you think about creativity in Brazil, where we have 56% of the black population, we can’t help but talk about representation, about projects that praise black culture.
We have EZA as a great brand ambassador. It’s a new era of Devasa, which has been very positive for the brand. Our focus is on the North and Northeast regions, and we have achieved a record share of the market where we operate.
Eza has been the brand’s poster girl since 2020. Summarizes everything you want to convey?
Iza embodies the brand’s values well. She is powerful, gorgeous, and very creative. It well represents the creative strength of the Brazilian.
We have very interesting projects with her. Last year, for example, we produced a series called Tropical Creativity: Opening the Doors to the Ghetto, which is shown on Globoplay.
The work began with the sponsorship of the live release of Gueto’s song. Later, we realized that there was a great synergy between history and intentions. Then we created this project, which we can call the Long Tail, which started with live broadcasts and went looking for talent in the ghettos to sing a song with her.
This talent made a new song with Iza – and everything in the series was captured, by Trace Brasil, one of the largest producers of Afro content in the world. In the end, this talent went to sing on the stage of Globo’s The Voice show, along with her.
You are interested in marketing Amstel, who has invested a lot in Big Brother Brazil and in football, sponsored by Copa Libertadores da América. After working with more target audiences at launch, is this sponsorship a “gun shot” for the brand to reach new audiences?
We always base our business on brand building. We follow pillars and platforms, experiences that speak to what the brand wants to convey.
Amstel is a brand born in Amsterdam (Netherlands), a place of respect and tolerance, where everyone is welcome. And how did this brand get to Brazil, the country that kills the highest number of transgender people in the world? How does a sign like this work in this country, does it work in this context?
Launching the I Am What I am campaign (I am what I am, in free tradition), with the entire LGBTQIA+ team, was a way for us to strive to be relevant in this context, even within the BBB.
When we hear the consumer say that it can no longer be seen as just a letter and that it is so much more, we decide to turn the branding into a blank page, so to speak, so that people can express themselves the way they want to see it.
This year, at the Diversity Show, at the LGBTQIA + Parade, we have corrected over 860 names of trans people who have spent their lives wanting to change their name. It was the brand that provided this wonderful experience.
In the Copa Libertadores, we also behave like this, and even more so with the recent instances of racism in matches against Brazilian teams. The brand itself has been positioned, and has joined with the Racial Discrimination Monitor to provide legal support for victims of racism to take forward their complaints.
A little over a year ago, it brought Heineken Tiger, one of its biggest global brands, to Brazil. What are the lessons of this first year of her life here?
The consumer wants variety, and he thirsts for quality. This mid-range single malt segment is of the same size as the premium market. It is a segment that is growing a lot, and there has been a huge demand for more different brands.
Tiger came to fill this void: it is one of Heineken’s five global brands. It was created in Singapore, bred in a very hot place, in 1932, and at that time, a technology for producing beer in unpredictable climates was created. If you think about it, it’s very unlikely, at the time, that you would have imagined that beer would win the world.
This first year was the year of launching, expanding and capturing new points of sale. Now, we’ve launched the campaign on air, which challenges the consumer to get off the autopilot and ask: When was the last time you did something for the first time? Tiger comes to raise the eyebrow: why not try a beer from Singapore?
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