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A constellation of beers

CLIENT

Heineken Mèxico

OBJECTIVE

Reinforce the sales force's product knowledge and commitment towards Heineken’s portfolio of Premium Brands.

TARGET

Heineken Mexico sales directors and managers; a team of around 300 people in total.

STRATEGY

“Inspire to Sell” was the philosophy behind the creative and strategic approach. To respond to the challenge, Made in Itaca created “Premium Universe”, an experiential event designed to communicate the brands’ objectives and messaging to the fullest. For the duration of the event, guests had the unique opportunity to immerse themselves in each brand’s universe experience. Our strategy: adapt branding and brainstorming techniques, for example “free association”, to highlight the sensorial experience of each brand present at the event. Making use of hands-on techniques, the sales force acquired powerful sales and persuasion tools alongside a greater involvement with the brands through the development of creative elements designed to evoke the Premium Universe’s mood. This highly innovative approach centred on design and creative strategy was built around the sales force’s real needs and learning style.

CONCEPT

Premium Universe, add more stars to your sky.

WHAT WE DID

 
Event layout and stand concept
 
BTL, teaser, invites, flyers, posters, stand design, brochures, passports and gadgets
 
Event: ideation and creative direction of a national format executed in 7 cities across Mexico
 
Audiovisual tools: Virtual Host, interviews with the brand managers, and concept videos
CASE HISTORY

WE HAVE WORKED TO

ABB
Adecco
Adidas
Allegrini
APCOR
Assiteca
Barilla
Ca' Rugate
Campari
Courmayeur Mont Blanc
Eat's
Eden Viaggi
ENPA
Ethica Wines
Heineken Mexico
Identità Golose
Luce della Vite
Marcolin
Nielsen
Pago
Partesa
Rossignol
Stefano Farina
The Walt Disney Company Italia

A
ABB
Adecco
adidas
Agenxia
Agis Golf
Agricole Vallone
Albino Rocca
Alimenta
Allegrini
Anima Nera
Areu 118
Arte del Convivio
Assiteca
Assolombarda
Assoservizi
Attems

B
Babel TV
Barilla
Bec
Biancamaria Palace Hotel
Biancolatte Milano
Bibliotheca Culinaria
Birra Moretti
Borgonuovo
Bottone Corallo

C
Ca’ del Baio
Ca’ Rugate
Ca’ Viola
Caffè Jesi
Caffè Milani
Campari
Cantina dei Monaci
Cantine Francesco Montagna
Cantine Lorenz Martini
Castello del Trebbio
Castello di San Sano
Caviro
Chateau Lamargue
Cinquesensi Editore
City
Climaleader
Colla & Partners
Colombin
Comitato decennale Luigi Veronelli
Consorzio viticoltori del Vulture
COOPI
Cuamoc Moctezuma

D
Damilano
Danone
De Ros
Dearkids
Dibevit
Drappier
Dreaming Group

E
Eat’s
Ecomuseo Val Taleggio
Eden Viaggi
ENPA
Enrico Serafino
Erste & Neue
Expert Group

F
Fabbrica del verde
Fondazione Altagamma
Francoli

G
General Mills
Get Solution
Giancarlo Vitali
Granarolo
Grill Inn

H
Heineken
Horecare

I
Ichnusa
ICM
Identità Golose
Ingeo
Intercorporate

L
La Moresca
La Querciola
Levoni
Libraccio
Lipovac
Lorenz Martini
Luce della Vite
Luigi Caricato

M
Magenta Bureau
Magica Cleme
Marchesi Mazzei
Masserie Flocco
Mel bookstore
MMC
Moci
Mora & Memo
Motus

N
Nashuatec
Nino Franco
Nrg
Nuova Agricoltura

O
Olianas
Olimpia Armani Jeans
Osteria dei Fauni

P
Pago
Pala
Partesa
Performance in Lighting
Pira Luigi
Poggio Graffetta
Progettica
Progetto Ambiente

R
Rimar-Onlus
Ristorante Due Spade
Ristorante Navedano
Ristorante Rossini
Rocca di Castagnoli
Roeno
Rossignol
Rovagnati
RR & Partners

S
Sanpaolo Leasint
Sanpellegrino - Pago
Sartori
Schering-Plough
Scubla Roberto
Sella&Mosca
Sesto Autoveicoli
Sodastream
Sopralerighe
Spina Group
Studio Pagani
Super G

T
Tappeto Volante International
Tenuta di Capraia
Tenute Casadei
Terenzi
Teruzzi&Puthod
Torraccia del Piantavigna
The Nielsen Company
The Walt Disney Company
Ticketmore
Trequanda

U
Umani Ronchi

V
Villa Rotondo
Virgilio
Virgin Cola
Volkswagen
Wedding in Val d’Orcia

Z
Zardetto

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