HEINEKEN USA_BEERS OF MEXICO07.20.12

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PREMISE

Beers of Mexico offers a way to find excitement through variety with an assortment pack for the adventurous individual looking to let loose and try something different.Our objective is to create a brand around Beers of Mexico and avoid positioning the product as a promotional offering.By combining and leveraging the popularity and notoriety of Dos Equis, Tecate, and El Sol; Beers of Mexico can provide additional value over Corona's offering to further penetrate the imported Mexican beer market.Additionally, we will seek to occupy the unique psychographic space known as "Release". When a consumer thinks Beers Of Mexico, images and feelings of variety, fun, friends, and high energy should flood the consumers mind.

This will allow Beers of Mexico to differentiate itself from Corona's "Relax" mentality and give consumers a clear and concise value proposition.

WHO: “Steve has been out of school for a few years after finishing his MBA at Texas A&M. Steve holds a job that earns him a considerable salary. Recently, Steve has just bought his first home on the outskirts of Houston and is looking to have a BBQ for him and a few of his old college buddies. After working a 50 hour week, he is looking to let loose and reminiscence with old friends. He doesn't get to see them as much or get a lot of free time with the high demands of his job and wants to make the BBQ a memorable and fun one.

WHY HE CHOOSES BOM:

It embodies his work hard play hard lifestyle. As men we hate making choices and BOM caters to his indecisiveness and provides him with a wide array of quality options sure not to disappoint. Choosing BOM shows you are fun, festive, and always ready to have a great time.

FAVORITE SOCIAL SETTING:

Large group of friends, typically outdoors, live music, high energy, good food, and great beer.

EMOTIONAL TRIGGERS:

Socializing. Being approachable. Energetic and intriguing.

FUNCTIONAL TRIGGERS:

Seasonality. Entertainment. Provides options.

SOCIAL CATALYST: (MED): Wants to have a conversation starter and ability to generate interest.

EXPLORATION: (HIGH): Intrigued by the variety of beers that all have their own unique story and appeal.

TASTE: (MED): Values taste and is always searching for the next best unique thing to enjoy and share.

RELEASE: (HIGH): Prioritizes a work life balance that allows him to leave the office behind and escape from all concerns when he's out.

Consumer Profile: 26-35 YO Male (Post Grad)

PSYCHOGRAPHIC PROFILES

The Adventurer The Adventurer is open to almost anything, anytime. They prefer spontaneity over predetermined plans in their decision making, always changing their scene and crowd to keep things exciting. They look to their beer choice as a direct extension of this fresh mentality.

The Host The Host is a social person who enjoys bringing their friends together for a good time. The bigger the crowd the better, as they are always welcoming to new friends and hoping to keep things exciting to satisfy their company time and again.

The Connoisseur The Connoisseur is constantly exploring new types and tastes of beers in an effort to not only be well acquainted with all that's out there but also to be satisfied with what they deem to be worthy of their appreciation.They often mix their "business with pleasure" in combining their exploration of beers with their search for the most fitting match of food.

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CONSUMER DRIVERS

Social Catalyst o Beers of Mexico serves as a conversation starter. They solicit interaction between individuals curious to

see what you've brought and provide an opportunity to both share a beer and make a new friend. ("Hey...what's that?...Oh its BOM 24 pack want to try one?)

Exploration o Beers of Mexico allows the consumer to break away from monotony and try something both new and

different. Each beer has a unique history and personality all it's own. Beers of Mexico is not a typical 24 pack of the same beer nor is it a generic variety pack.

Taste o Distinctive taste is as important as refreshment. Beers of Mexico offers a refreshing experience with the

added benefit of a bold taste that goes great with festive foods.

Release o Desire to let loose and have fun in a high-energy multi-gender setting that is both exciting and

liberating.

PERCEPTUAL MAP

VISUAL POSITIONING EVIDENCE

Corona is primarily a beer used to "relax" at a small gathering, poolside, or on day of sunbathing at the beach.

Modelo is similar to Corona in that it is meant to be enjoyed with girlfriend or best friend but it is drank in more social situations like a date or boys night out.

Sam Adams and Guinness are likely enjoyed after a long day of work in a pilsner glass while watching Monday Night Football on the couch or at a bar.

Beers like Bud Light Platinum are geared towards the night-time club environment. It has a higher alcohol content than its competitors and it's a popular domestic beer that can be found at most bars and/or clubs.

BOM can occupy the space of being a festive, multi-faceted, and social product consumers use to let loose and have fun with their friends at a beach party, picnic, or backyard BBQ. It can be both a day-time and night-time beer but primarily occupies the day time space.

UNIFYING IDEA

"Bring Energy, Excitement, And A Range of Personality To Every Fiesta."

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"Turn Any Gathering Into A Fiesta With A Variety Of Tastes For Every Occasion."

PRELIMINARY IDEAS

Taglines •Take Your Pick •It Takes All Sorts •Live Your Life Without Borders •Add Some Spice To Your Party •Beers That Know No Limits •Choices Are Hard, So We Made It Easier •We Did The Hard Part For You •Have It All •Three Amigos, One (Big) Fiesta •Three Beers and Plenty of Good Times •Variety, it's the spice of life •Have Your Pick •It's Fiesta Time •Bring the fiesta •Fun in every bottle •Fiesta Time, Anytime •Bring on the Fiesta •Get Your Fiesta On •Bring on your FIESTA •UNLEASH YOUR FIESTA •Unleash your wild side •An assortment of good times •Son Las Cinco Somewhere

Names: Original - Beers of Mexico •Taste of Mexico •Flavors of Mexico •Essence of Mexico •B3 - Beers Beyond Borders •Spirit of Mexico •Three Amigos •Fiesta Fun Pack •Fiesta Beers of Mexico

RECOMMENDATION

FIESTA BEERS OF MEXICO

"UNLEASH YOUR FIESTA"

Reasoning:

Beers of Mexico is both simplistic and descriptive. However, we felt the need to add an additional qualifier, "Fiesta," to indicate that these beers are not just from Mexico, they are also beers you enjoy to let loose and have fun at a party.

Following that idea, we created the tagline "Unleash Your Fiesta" as a call to action. It is a clear and powerful statement that entices consumers to choose Fiesta Beers of Mexico as a means to have fun and enjoy the ride.

ACTIVATION IDEAS

In the ad-filled environment we live in exposure is no longer enough. Consumers need to be engaged in an interactive and meaningful way.

The following ideas are meant to integrate the popularity of existing social platforms and leverage established social behaviors to increase exposure, engagement, and brand loyalty for Beers of Mexico.

Included are traditional social media executions, such as Facebook and Twitter pages as well as innovative social applications that few if any companies have tried.

SOCIAL BLOWHORN

SOCIAL INNOVATION: "DON'T FORGET THE BEER!" TWITTER APP

A Twitter game where users can tweet at friends to remind them to grab Beers of Mexico for the party and send them money in intervals of $5.00 dollars for the beer run.

Tweet-a-Beer is an existing platform that links with your paypal account to accomplish this action that we can potentially rebrand with BOM content.

INTERACTIVE YOUTUBE VIDEOS

Heineken can create a branded BOM Youtube channel with a series of 4-6 YouTube videos that depict the progression of a party going from "mediocre" to "out of this world" .

In order to unlock the next progression in the party a set milestone of users must visit the channel.

For example: 1st Video: 0 Views 2nd Video: 50,000 Views 3rd Video: 100,000 Views

To encourage social media buzz, viewers can unlock the next video immediately for their own viewing simply by sharing the campaign via email, Facebook or Twitter buttons. They can also download the featured song in the video for free.Perrier ran a similar campaign and saw traffic of over 3 million views. (See mock progression in following slide)

INTERACTIVE YOUTUBE VIDEOS

INTERACTIVE YOUTUBE VIDEO WITH ALTERNATE ENDINGS

To highlight the personality of each beer in a funny and engaging way, Heineken can create a Youtube video where an "awkward guy" is trying to get the girl at the party.

To continue the video and see alternate endings users can help said "awkward guy" get the girl by clicking one of the interactive youtube buttons and allowing him to take on the persona of one of the BOM. These personas are smooth, confident, aspirational and most importantly, they know how to let loose and have fun.

FIESTA BEERS OF MEXICO ANGRY BIRDS FACEBOOK APP

Everyone loves angry birds, so we've created a BOM themed version with a high-powered cannon to take the traditional slingshot idea to the next level and generate buzz for BOM. Imagery can be changed to include beach scene, picnic, bbq, etc.

PALABRAS CON AMIGOS (WORDS WITH FRIENDS)

Another popular social game is "words with friends" (interactive scrabble). By leveraging the popularity of this game and integrating BOM elements, Heineken can utilize it as a means to promote the BOM brand in an engaging way.

In "Palabras con Amigos" users will receive extra points for creating words that land on branded BOM tiles similar to a double letter or word score tile.

Furthermore, we will include a dictionary of BOM related terms that gamers will receive extra points for using such as; Fiesta, Tecate, Dos, Equis, Sol, Mexico, etc

TWITTER BATTLESHIP

Heineken can create its own version of the popular game "Battleship" by using Twitter in an innovative way. Information about how to play the game will be highlighted on Heineken's website and related social media pages. Heineken will need to create 100 twitter pages correlated with different battleship coordinates.. For example a mexican battle ship may have coordinates @A1-BOM, @A2-BOM, @A3-BOM.Users are given 15 opportunities to tweet @ the different coordinates and will be notified whether it was a hit or miss. If they tweet @ all the predetermined coordinates for a ship they will sink it and win a prize (must be first person to do so).There are 10 Mexican "beer boats" carrying different prizes. Each boat varies in difficulty to sink, but the bigger the boat the better the prize.4 Destroyers (2 hits): 1 BOM T-Shirt 3 Submarines (3 hits): Inflatable BOM Chair 2 Battleships (4 hits): Custom BOM Beer Pong Table 1 Aircraft Carrier (5 hits) Trip for 4 to MexicoAfter all the ships have been sunk the location of the ships will change and the game will begin again.

3 Facebook advertisements will be stacked vertically to create the illusion that beer is being poured into a glass. Within the glass will be an image of a party to convey that the beers contain "fiesta fun" in every bottle.

FACEBOOK ADS

INCREASE VISIBILITY AND REFERRAL TRAFFIC WITH TWITTER CARDS

Twitter cards are a new feature that were released in June. When users post links from your website onto Twitter you can create a custom expanded view with text, images, or video.

This can be something like the interactive youtube video, BOM splash page, or digital banner ad.

SOCIAL INNOVATION: #RELEASEYOUR OR #UNLEASH_• Create a Promoted Trend using the hashtag #ReleaseYour followed by the word of choice.

• A "promoted trend" attracts conversation around the brand being promoted.

• Twitter presents viral conversation that represents the hottest topics being talked about.

• These "trends" are placed next to the user's timeline.

• Twitter users will have the ability to click on the promoted trend #ReleaseYour_ and see all tweets containing the trending hashtag.

• BOM can use the Promoted Trend to create brand awareness about the variety pack and encourage consumers to stray away from their daily routine and choose what they wish to release

Step 1: A user would see a promotional deal at a particular liquor store via Foursquare's nearby search function.

FOURSQUARE INTEGRATION

Foursquare is a community-based destination application that Heineken can use to promote special BOM offers and socialize the brand.

FOURSQUARE INTEGRATION

Step 2: A user can check in, take advantage of the promotional offering, and share that they've purchased a BOM 24 pack via Foursquare, Twitter, and/or Facebook.

FOURSQUARE INTEGRATION

Step 3: In order to incentivize and promote loyalty, a user that does share that they've taken advantage of the special offer will receive a BOM social badge for their Foursquare profile.

TWITTER PAGE

FACEBOOK PAGE

PACKAGING

•The packaging design for Beers of Mexico should help bring life and personality to the beers by giving a backstory to how the beer is made and the overall flavor of each beer.

•Interesting facts pertaining to Mexico or the different Beers of Mexico, could be displayed underneath the bottle caps.

•Packaging design could include the aforementioned image of the woman's silhouette wearing a swimsuit with the Mexican colors.

•To promote the sale of more than one Beers of Mexico case, the box's overall design could include an image that is divided between two separate cases. One box could contain a woman passing a beer, while the other could show a man extending his hand for the beer.

•When the two boxes are put next to each other it will complete the picture

An example is presented below