Dutch beer company Heineken intends to revamp Carta Blanca, its Mexican beer brand, following the overhaul success of its another Mexican beer brand Tecate.
Carta Blanca has a loyal consumer base in north of Mexico, but it has lost its spunk with the youth and hence Heineken intends to find new strategies to attract the youth towards the drink, reports Thedrum.com.
In order to get insights from the youth to make the drink more appealing, Heineken collaborated with Elmwood.
The agency conducted video blogging sessions with beer drinkers to find out about their lifestyles and opinion of Carta Blanca, The Drum reports.
Through this market research, the agency found that younger consumers wanted an honest brand to enjoy good beer.
Elmwood also studied the history of the brand, looked into the meaning of the brand name which derives from French Carte Blanche or white card. To denote the meaning, the company used a white back ground with crisp copy to laud its 125-year-old history, reported the website.
Heineken Carta Blanca brand manager Daniel Madrigal Marroquin was quoted by Thedrum.com as saying: "Carta Blanca was looking for an identity change that could refresh the brand, and improve on its already popular design - and Elmwood really delivered on this. We think that working with Elmwood was the best decision that we could have made for this project."
