Whilst these are stressful times on one hand, the world today offers enormous amounts of social topics to talk about. From climate change, one-way missions to Mars to sports. Twitter fills up, has a ball with all of it. Some of these topics are so pressing, or socially compelling that even brands feel they need to get in the mix. Be part of the conversation. In the past, we have seen celebrity endorsed ads from global brands pan out completely the wrong way. Cause it is a thin line to walk at times. And maybe, sometimes it is a road one shouldn’t embark on.

The fact that you as an individual have an opinion regarding a matter, does not mean that the brand you manage as a marketer should have as well. I have seen so many awkward communication fly over Instagram, Facebook and LinkedIn by brands where I couldn’t help wondering: “Why?”. Not a lot of brands out there are really on that level that they can have a legitimate voice in social topics, in a way that they can participate in a conversation and offer a perspective on the matter. Nike can for instance. They are on that level.

Staying close to your playing field and being relevant is not a new mantra. I have read and heard that for years. It is also about jumping in when that actual relevant opportunity presents itself. The last week, 2 beer brands have engaged regarding a world we all eagerly await: where we can all have a drink in a bar together, enjoy each other’s company. These days, we are only reminded how this could be by watching reruns of “Friends:  and “How I Met Your Mother” on streaming services. Dos Equis has launched a new campaign, introducing their new tagline “Get a Dos”, which, intended or not, is quite topical from a vaccination point of view, as well as bars and restaurants starting opening up again.

Heineken has brought back its major star from their “Biertje?’ campaign from the early 2000’s. The sheep herder called “Rudi” who propelled the campaign to stellar heights back in the day is reintroduced. Interesting to see if this actually is the return of the successful tagline as well. Both Dos Equis and Heineken jumping on that longing we all share, in a relevant way where they play a relevant role. Bingo.

For the ones that have also kept an eye on what is happening in European football this week, Heineken scored another one with leveraging their “Enjoy Heineken Responsibly” platform to give a tongue in cheek comment on the Super League debacle. Copy based, straightforward, showcasing the product. No weird turning or bending backwards involved to somehow infuse the brand into the topic. They brought it all together in one visual.

How do they do it? It in the end comes down to brand positioning. Having done the homework by setting up a brand box, brand propellor or brand house or whatever other fancy name you can think of enables marketers and their brands to be relevant to their audiences on specific topics. Yes, it takes time and effort, and work… and a lot of looking in the mirror. But going through those motions sets you up for making the right choices in communication, packaging, activation, the works. It defines your POV. It creates consistency for the brand, which is one of the key drivers behind lasting success. Contemplating how to get this going? Give me a ring, let’s do coffee.