Heineken continues Mexican beer brand turnaround as it refreshes Carta Blanca


By Natalie Mortimer | N/A

December 15, 2015 | 3 min read

Heineken is once again turning to design to help turnaround around one of its Mexican beer brands after seeing success with an overhaul of fellow Mexican beer Tecate.

As one of the oldest beer brands in the country Carta Blanca has a loyal and older consumer base in the North of Mexico, however it had lost relevance to younger drinkers, and needed to find new ways to appeal to them.

Heineken worked again with Elmwood and the agency completed a deep dive in-market immersion, and ran video blogging sessions with Mexican beer drinkers to gain insights into their world, lifestyle, beliefs and impressions of Carta Blanca.

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Through this, the agency uncovered that the younger consumers have a desire for an "honest and uncomplicated brand for unpretentious consumers" who enjoy great beer.

Elmwood looked to the meaning of the brand name, which comes from the French Carte Blanche or white card, and used a whitebackground with punchier copy to nod to its 125 year history. The new brand also heroes the beer’s medals won for quality and craft.

Daniel Madrigal Marroquin, Carta Blanca brand manager at Heineken, said: “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.”

The rebrand is now being supported by a national above the line TV and activation campaign.


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