O Bate-Bola with the market is a new program, carried out in partnership with the company Sport Promotion, that seeks to interview great names in the world of communication. In the premiere episode, Rubens NigroVP Commercial of Sports Promotion, received Carina HermidaDiretora Consumer Connection, do Group HEINEKEN.
The HEINEKEN Group is responsible for several brands of alcoholic and non-alcoholic beverages, such as Amstel, Eisenbahn, Blue Moon and Viva. With a very vast portfolio that seeks to serve the most varied customers, the company’s premise is to always stay connected to the consumer.
“Our objective with this is to be able to serve the consumer for different consumption occasions, where he seeks a drink for moments of being with friends and having a drink as part of this ritual”, says Carina.
Among the biggest challenges for the brand in 2022, according to the executive, is the work of relevance to the consumer, uniting media and creativity, that is, finding the ideal message with the right channels for delivery. With the pandemic, digital media has made very rapid progress, and it is important that brands adapt to it, but without losing its essence.
Carina also reinforces that understanding the market and consumer habits is extremely important, especially for marketing professionals. The relationship with the digital environment and technology are increasingly transforming the connection with the consumerincluding through online shopping, where time and number of options are key variables.
HEINEKEN Group and sports
Each brand within the group has a different relationship with sports. THE Amstelfor example, is a sponsor of Liberators cup since 2017. Already the Heineken sponsors the champions league UEFAboth the men’s and women’s teams, supporting sport and diversity.
Carina also reinforces that the company’s connection with sports is very important, as it talks to segmented audiences, making them part of something unique and creating stories relevant to them.
“Being able to generate face-to-face experiences within the sports universe, as in Libertadores, UEFA… is without a doubt something that is very much on our radar. We are working to understand what experiences we will be able to generate for the consumer. The media comes together, whether digital or traditional, to maintain the connection with those who cannot be in person”, he says.
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The post Bate-Bola com o market: Carina Hermida, from Grupo HEINEKEN appeared first on DNEWS.
