New Heineken Brand to Come: Few beers pay as much attention to branding as worldwide alcohol giant Heineken. In keeping with this, the company seems to go through advertising and branding agencies the way many companies go through reams of paper. In a bold and unexpected turn, Heineken’s advertising and marketing will be given from The Red Brick Road to Bartle Bogle Hegarty.

Heineken has been looking to streamline their marketing by bringing all of their global brands under a single umbrella. This will include diverse aspects such as multiple nations’ sales, football sponsorships, and other brand aspects. Brand visuals may also be changed, as the company is looking to consolidate into a single visual identity and tagline.

Under The Red Brick Road, Heineken has undergone several interesting changes. From several humourous advertisements to the recent ‘Know the Signs’ campaign that encourages responsible and legal drinking, the company has a well-rounded brand that is seen as a little more adult and mature than the competition.

Because of the most recent responsibility campaign, Heineken is slowly gaining prominence as a more adult choice. Encouraging people to recognize when they have had enough and cut themselves off at that point would certainly affect the landscape of pubs all over London and the UK. However, it should be noted that this message may be waster on the average, out-for-a-good-time drinker.

What will the new Heineken identity entail? It is unlikely that the company will change such a recognizable and well loved logo design. In a leafy green that adds a natural feeling with a high contrast red star, this beer logo can be distinguished from others on the market. Writing the company name on a ribbon across the logo creates a sense of excellence, while the use of hops just below implies quality ingredients. However, just about every other aspect of the brand is up for grabs.

Heineken does not just own a single beer marketed internationally; the company owns several beers that are going to be pulled under a single brand umbrella. Whether this means adopting a logo design identical to that of the flagship brand or simply modifying each brand to make it a more sensible part of the parent company remains to be seen.

Creating a single international identity will be a challenge for both the company and its marketing consultant agency, but it will streamline the process of advertising over the long term. A single brand identity means that marketing campaigns can be used in an almost identical fashion throughout the brand’s territory. This is both cheaper and more efficient. Further, world travelers will be happy to buy a Heineken if they know that the beer in Holland tastes identical to the same named beer in London. This will help build consumer loyalty and trust. Without a consistent visual identity, many people are reluctant to believe that the product is consistent as well. Heineken is currently well branded and marketed aggressively, so it will be interesting to see what changes are in store for this company and its identity.