Battle of the Brands

by erica ~ April 24, 2008

In trying to keep up with today’s demands – both Heineken and Subaru are dealing with the same issues.

These two different markets are experiencing major losses due to the economic pressures and constant competition in their fields. To try and get them out of this unpleasant situation both brands will be creating new campaigns focusing on lifting people’s spirits and highlighting positive messages throughout the ads.    Competing in such a crowded market has been difficult for Subaru to attract new customers. In their new commercials, Subaru emphasizes the longevity of their cars but urges customers to switch over to their newer models.  The new campaigns will add “emotional reasons for buying a Subaru” unlike their traditional methods used for many years. They’ve kept their slogan “It’s what makes a Subaru a Subaru,” but recently added the word ‘’Love” to make an additional connection with their consumers. “It’s not about Subaru stereotypes but rather about a relationship to our car, to our brand, that appeals to our owners and has the ability to appeal to a few more,” says Tim Mahoney, the new chief marketing officer at Subaru of America. (New York Times)   Although Heineken is a very successful brand and is considered a top 10 import for the second year in a row, their new Premium Light beer is not doing as well as expected. With major competitors like Budweiser, Miller and Coors, Heineken has decided to create new campaigns featuring positive messages; these messages include sharing and spirit lifting scenarios. Despite the mood of the country and economic troubles, Brian Citron, director of Heineken Premium Light remains optimistic that “consumers will still be trading up because they want affordable luxuries.” (Wall Street Journal)