MERCADEO Versión en español
Gustavo Guerra of Indio: Half of our budget goes to digital media because thats where our consumers are
18 de noviembre de 2013
Gustavo Guerra, brand manager for Indio beer in the Heineken portfolio of Hispanic products, talked with PRODU about the brands first anniversary in the Hispanic market. The brand has been well accepted in the United States and continues to play a very important role in the portfolio of Heineken USA. This year, in fact, were expanding to markets like Phoenix, Tucson and Las Vegas Guerra said.The executive said that one reason the dark beer was launched in the United States was the strong similarities of consumers of the brand in Mexico and bicultural millennials in the U.S. among other things, they both love art and alternative music. Their similar lifestyles gave Heineken USA and our distributors a great chance to approach one of the fastest-growing Hispanic population segments in the United States, and that continues to be the case today, he said.Because of the brands target group, promotional initiatives have been characterized by a strong presence in digital media, an experience that the executive described as very positive. We invest in platforms like YouTube, Facebook, Instagram, VICE and more, so we can connect and share original content with out consumers. That includes news and pictures about all our events like CASA INDIO and our Indio Gallery contest, which we launched this summer inviting artists 25 and older in California, Illinois and Texas to submit an artwork showing how they live the brands Do your thing slogan Guerra said.
