Heineken UK is taking TV budgets elsewhere. According to the Times Online, Heineken UK managing director Rob Marijnen says TV is "very expensive and it’s questionable as to its effectiveness." So what is Heineken's solution? Sport sponsorship and point-of-sale marketing campaigns will the the focus of the budget, according to the Times.
Umm, wow... did anyone tell them about this whole Internet thing? Most people seem to be taking money away from TV and putting it online. This move by Heineken UK seems to be a move in the opposite direction.
Link via Adverblog.
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October 24, 2005
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Random Culture writes Heineken UK Quits TV, in order to invest more in POS marketing. All because the clutter on TV is increasing, and Sky Plus, enabling viewers to skip ads, is on its way in the UK (writes Times Online)
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The beer game is mostly about getting floor displays, shelf space and taps in on-premise accounts. In other words, it's about working the sales channel to perfection. So this move is far from surprising.
Posted by: David Burn | October 24, 2005 at 02:27 PM
It might not make sense to go with either TV or online.The typical UK Yob drinker is at the pub since, with new laws, pubs are open all hours. So on-premise communications may be the best way to go after all. But I'm really just guessing.
Posted by: Irene Done | October 25, 2005 at 08:52 PM