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How do you enter a new market

where the competition owns over 90% of the market share? 

You bring out your MVP.

With basketball being in the DNA of every Filipino,

and main competitor San Miguel Beer even owning a pro basketball team,

introducing Heineken with an international basketball star made perfect sense. 

 NBA star Jordan Clarkson 

The personification of Heineken’s world-class quality. 

With Filipino roots to boot.

Along with the films came an always-on social campaign

that highlighted Heineken’s tongue-in-cheek personality

as it leveraged pop culture and social events to promote the beer.

A stark contrast to the competition’s gravitas-filled communications. 

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