Heineken, one of the most famous beer brands in the world, is no longer just interested in how much beer they sell. The Dutch brewer has broken new ground, now focusing on delivering "Good Times" to their consumers. This unusual but interesting measure could revolutionize the future of brand strategies.
In collaboration with Dr. Chris Brauer of Goldsmiths, University of London, Heineken developed a new metric based on five key indicators: openness, experiencing elevated moments, quality of social togetherness, balance and moderation, and a sense of purpose.
According to Brauer, these metrics and their underlying 15 factors are essential to experiencing "Good Times. This new insight will be part of Heineken's ongoing brand tracking strategy, conducted by Kantar. This approach was validated by consumer research in six key markets - the U.K., U.S., Netherlands, Vietnam, South Africa and Brazil.
A Heineken survey showed that 87% of consumers believe that enjoying "Good Times" is now more important than ever. Therefore, introducing this metric is an important step to ensure Heineken can contribute to this.
Brauer describes measuring 'Good Times' as a "previously unstudied human need." He emphasizes that the company is showing that it is not just about selling beer, but also about creating social moments that generate joy and happiness.
Heineken's new benchmark was unveiled during the launch of a campaign celebrating their 150th anniversary. With this, the brand wants to remind people that it's not just about consuming beer, but also about celebrating moments and making meaningful connections.
source:Independent