For Troubled Heineken, Why Image and Status Is Not Enough

Q&A: CMO Christian McMahan on Beer Brand’s New Work, and Keeping the ‘Most Interesting Man’ Interesting

by Jeremy Mullman, Published: March 25, 2010
CHICAGO ( — From the moment it was the first premium beer imported into the U.S. after Prohibition up until the middle of the last decade, Heineken lager was a fast-growing brand fueled by its social cachet.

But that seems like a long time ago now.

Sales of Heineken declined nearly 11% last year, and its stable mates Heineken Premium Light and Amstel Light posted even steeper declines. The struggles of the flagship brand prompted the marketer to swap agencies for the fourth time in as many years, bringing in Euro RSCG — which has produced the remarkably effective “Most Interesting Man in the World” for the marketer’s Dos Equis brand — to handle Heineken and Heineken Light. (more…)


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