Earlier this month, Marco van Houwelingen was named Heineken’s new COO — the Chief Officer Orange, that is. This might seem a little odd, especially since you probably think of green when you think of the Dutch beer. Now, van Houwelingen’s role as Chief Officer Orange involves spreading the "Orange Feeling" at big events like the Sochi Olympics and the World Cup.
At Sochi, van Houwelingen can be seen dressed in an all-orange suit with a green tie inviting people for a celebration later on at the Holland Heineken House. Rules about advertising at the Olympic games is quite strict, but this stunt is both effective and covert. The event at the Holland Heineken House included music, dancing and beer, provided of course, by Heineken.
Key Themes Behind This Trend
- Covert Advertising
- Opportunities to subtly promote products and brands in unconventional ways, like Marco van Houwelingen's sneaky beer party invitations at the Sochi Olympics.
- Experiential Marketing
- Creating immersive and memorable experiences for consumers, as seen in the Holland Heineken House at the Sochi Olympics.
- Brand Ambassadors
- Utilizing influential individuals to represent and promote brands, such as Marco van Houwelingen as Heineken's Chief Officer Orange.
Where This Applies
- Beverage
- Innovations in how beverages are advertised and marketed, including covert tactics like Marco van Houwelingen's beer party invitations.
- Event Management
- Developing unique and engaging experiences for attendees, like the Holland Heineken House at the Sochi Olympics.
- Advertising
- Using unconventional and creative approaches to capture audience attention and promote brands, as demonstrated by Marco van Houwelingen's tactics.
