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9 dec 2014Dave Shoemack

DaveShoemack

Cerveza Sol (Heineken)

Sol global manager at Heineken

Connect with Dave

Http://nl.linkedin.com/pub/dave-shoemack/20/2b1/2ba

Intro

Responsible for Sol brand of Heineken

From New Zealand

Associations

Summer

Sensation

Mexico

Hangover

Take a beer to the world

Not a big budget

SOL

Available in 55 markets

Image was just

Summer

Lime

Beach

Sombreros

Mexico

Tequila

Born in 1899

Leader

Out of a revolution

Internally, nobody felt anything for the brand

Hugeproblem...with the SOLbrand

Needed to open up the brand

Amazing idea for showingthe world the brand

Event in Mexico city

Idea turned down: Too expensive

The event location became Amsterdam

Amsterdam event was ahuge challenge

Was held in the middle of winter

For a Light refreshing beer from Mexico

Workedtogetherwith Move

Asked Sol:'What is the ROI?'

What should people dodifferently after the event?

There was a positive culture of pushing

Pushed in the right direction

Sol did things differently since 1899

2 rules

1. No PowerPoint

2. No supplier, venue, hotel thatHeineken ever used

"Made Heineken the enemy"

Let's be the pirates Lets make us famous

HeinekenProcesses

Rules

Event for 100 peoplefrom the world whocame to amsterdam

Unique

Driven to Schiphol in classic Cadilacs

Hotel on an island with Sol

Walked people out

Mexican breakfast

Took them on a boatFort IJmuiden

'Local heroes' told stories

If people believed the brand, they wereinvited to the afterparty

Casa SOLOpen and enjoyable experience

Sincethe event

45% growing globally

Fastest growing brand in Heineken

Won awards with MoveEffectiveness and creativity

People love to work on the brand now

Having fun with the brand

To change youhave to

Do things differently

Have cohones

Q&A

What did you do afterevent to keepstakeholders involved?

Website

Inspiration

Blog

Newsletter

Whats happening on the brand

Internal events

Keep fighting

Winning the award and volumegrowth is good

Cooperation betweenSOL and Heineken?

Did it seprately

Received confidence and trust to do it

What kind of peoplewere invited?

Needed marketing directorsWhich was hard

We held our event 2 daysbefore a huge Heineken event

With marketing directors

They came since they where already there

Budget?

Creating an illusion is important

Looked way bigger than it was

It's not about money

Legenda

Leesinstructie

Met de klok mee

Vanuit het centrum naar buiten

Per tak van boven naar beneden

Tip: zoom in als de tekst wat klein is

LegendaVraag

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