bandwagonning brands

yesterday was fat tuesday - a fact noted by this neon sign i saw from heineken. yup, when i think mardi gras, i always think... dutch beer?

connecting brands with holidays and current events is fine as long as the brand belongs. a guinness promotion for st. pat's or corona for cinco de mayo are obvious. even corona for st. patrick's day kinda works. but heineken for mardi gras? heineken has been sponsoring mardi gras parties for a couple years, with posters, flashing beads, and even a commemorative can. in spite of that spend, they've yet to make their brand relevant to mardi gras.

instead, they come off as bandwagonning - an odd position for a market leader, no?

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