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Is there a time and a place for issues
advertising? A case study analyzing Heinekens
Give yourself a good name campaign Karen
Freberg, M.A. The University of Tennessee,
Knoxville, TN, USA kfreberg_at_utk.edu
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Results
Introduction

• A strong reputation means strong leadership
• One of the key messages in Heinekens campaign
  advertisement focuses on issues relating to the
  individual consumer.
• Agency Client Interactions
• There seems to be an overlap between the Heineken
  brand and its association with WiedenKennedy.
  The client (Heinken) and the agency
  (WiedenKennedy) both share the same values and
  goals for the campaign. Both organizations
  believe in the brand and reputation of the
  Heineken, and have both been successful in their
  respective industries.
• Responses to Heinekens Good Name Campaign
• Overall, the responses to the Give yourself a
  good name campaign ad shown during the Super
  Bowl were not positive. According to
  Fanhouse.com (2009 Super Bowl Commercials,
  2009), Heinekens ad was ranked as one of the
  least popular. Many bloggers commented about how
  the ad was not reflective of the Heineken brand
  and reputation.

• Issues advertising, or advertising which
  explicitly informs stakeholders regarding the
  position of a corporation on an issue of social
  responsibility, can contribute to the positive
  reputation of an organization (Heath, 1997).
• Following a crisis, issues advertising usually
  focuses on defending the organizations
  reputation (Cowden Sellnow, 2002). In the
  absence of an explicit crisis, many organizations
  pursue a hybrid approach associating an issue
  with a product or brand (Schumann, Hathcote,
  West, 1991).
• This explanatory case study asks how issues
  advertising in the absence of a crisis interacts
  with environmental factors to produce the success
  or failure of an advertising campaign. Is there a
  right or wrong time and place to use issues
  advertising?
• Analysis of this case study will address
  questions related to Heinekens issues
  advertising as part of their Give yourself a
  good name campaign, the role of social media in
  reputation management for Heineken, and the
  challenges of strategically implementing issues
  into a campaign with a high profile brand.

Figure 1 Model on Heineken and Give yourself a
good name Case study
Literature Review

• Definition of Issues Advertising
• Issues advertising in reputation and crisis
  management
• Gaps in the literature

Conclusions
Research Question

• Research about the impact of issues advertising
  on corporate reputation is scarce.
• Reputation management encompasses all aspects of
  corporate business practices from marketing to
  public relations and to adverting and all
  disciplines have a contributing factor in
  creating the corporate reputation.
• Corporations need to be aware of the consequences
  and benefits of aligning their reputation with a
  particular issue.
• In the case of Heineken and the Give yourself a
  good name campaign, the message of taking
  ownership and taking a leadership role in
  managing your good name was a strong proactive
  measure, but not at the right time.

Is there a right and wrong time and place for
issues advertising?
Methods

• Exploratory Explanatory Case Study
• Traditional and application-oriented disciplines
  such as public relations have used case studies
  to analyze specific issues that influence the
  operations and practices of a corporation (Yin,
  1994).
• Case studies are structured so the researcher
  focuses on specific details that involve the
  corporation and the issue being examined.
• Case study in question will be the Heineken Super
  Bowl advertisement featuring John Turturro.

References

• Coombs, W. T. (1995). Choosing the right words
  The development of guidelines for the selection
  of the "appropriate" crisis-response strategies.
  Management Communication Quarterly, 8(4),
  447-476.
• Fombrun, C.J. (1996). Reputation Realizing
  value from the corporate image. Cambridge, MA
  Harvard Business School Press.
• Sethi, S. P. (1979). Institutional / image
  advertising and idea / issue advertising as
  marketing tools Some public policy issues.
  Journal of Marketing, 43, 68-78.