Director of the business unit, Eduardo Picarelli says that he plans to have 750 events in 2023, one of them for games
What does the world lose if Heineken ceases to exist? Eduardo Picarelli, director of the company’s business unit, responds in the interview given to PROPMARK. More than beer, the brand takes green energy, extends a hand to partners, takes care that people get home well after consuming its product, and grows with surprising experiences. Marketing takes on importance in building the legacy of the Dutch brand created 150 years ago, and present in Brazil since 2010, when it acquired the beer division of the Femsa group.
What are the challenges of 2023?
The new business unit, the Heineken business unit, comes to help the brand on commercial, sustainability, media, public relations, brand experience and trade marketing fronts. a broader scope. We want to continue our commitment to selling a product of extreme quality and unique flavor, delivering aspirational. Heineken is a hell of a beer, which we set out to produce. From the mouth to the inside, it has to be incredible. This step seems basic, but it is, at the very least, our mission.
And in communication?
We will continue with the strategic pillar of always surprising consumers. More than meeting a certain trend, Heineken’s focus throughout its 150 years has always been to surprise. The brand created super cool campaigns and commercials at a time when nobody had that. We continue that role today. First, from an entertainment point of view, using good humor and creativity to subvert what is expected. Marketing made the consumer discover the brand. Generating experiences makes people try or repurchase the beer.
What experiences are you talking about?
We will have an unprecedented campaign of games, and we will be in The Town, in addition to activating already known pillars such as the Champions League, Formula 1 and also Formula E, of cars powered by electric energy. Right after the games campaign, in the middle of the year, we will arrive at an unprecedented moment, but I leave it as a surprise factor. It will be a full year, with around 750 events. More than one a day.
How does the brand surprise?
we have the campaign Toast without alcohol. Now you can. It shows that Heineken offers a non-alcoholic product so people can toast. This initiative is part of our purpose, which is responsible consumption, carried out through Heineken 0.0. Those who drive and drink can opt for this non-alcoholic beer, so as not to endanger themselves or others. It’s a two-way road to be built: if you drink, don’t drive; or if you want to drive, don’t drink, or drink a Heineken 0.0 to be able to enjoy and enjoy the moment without drinking alcohol. Our role as the category’s favorite beer shows that there’s something really good out there. The brand is creating this trend, which follows the well-being of moderation, of doing things consciously. Marketing always tries to understand what the trend is. But, successful brands have in common the setting of trends.
What are the limits?
We understand that beer is entertainment. But, every time there is an exaggeration, it is not good for the consumer or for the brand, and not for our future. However, when consumed in moderation, it is very nice. We take this very seriously, learning from other categories that, back then, took the opposite path and, today, in a way, are questioned whether they should continue to exist. When there is moderation, beer has everything to continue existing. She participates in moments of celebration and fraternization, bringing people together. We know that it’s better to have a Heineken than three. There is an opportunity to sell more to someone else who uses alcohol moderately.
The well-received zero variant?
We grew up thinking that a person needs to be very sick to have a zero beer. But it’s even cooler than regular beer because, when you take out the alcohol, you have a low-calorie product that lets you drink as much as you want, whenever you want, and you don’t have a hangover. beer within a social context. It shows how responsible consumption can go beyond drinking just one beer, or not drinking at all.
What are the new actions of the platform Green your city?
We are working to zero the impact of energy on brand actions in Formula 1. We are also studying solutions to encourage partners to follow a neutral footprint. We want to become a regenerative brand in about 15 years. It does not mean neutral impact, but rather a brand that leaves a positive impact. We started doing this work in 2016, changing breweries and all the impact that the company has on society, and we only communicate these efforts in 2022. It’s not just an advertisement. The renewable energy program, which is up to 30% more affordable than usual, is available to all our peers. The sustainability platform started in 2021, and gained momentum in 2022. We also have the issue of circular glass packaging. The goal is to have 50% of our points of sale, partners of Heineken, with renewable energy by 2030. After Rock in Rio 2022, the official sponsoring brand of the event, we installed a microforest in the city of rock. Over the next few years, we will repeat the initiative in 19 other capitals, leaving a positive legacy.
How is the brand performing and what should be the role of beer in the future?
The brand has been conquering the market over the last 12 years. We did an exercise: if in 2040 Heineken no longer exists, what will the world have lost? If you only lost one beer, it’s probably because another one was able to copy our recipe. What we see is that the world has lost a regenerative brand, which brings green energy to partners, which is concerned if the person ingests an excessive amount of alcohol and takes the car, if they arrive home safely after consuming their product. If it ceases to exist, the world loses a lot, and also loses a great beer. This is the reflection.
Read the full interview in this week’s issue.
