As brands become global icons, they must not lose sight on each countries unique culture that they enter. Brands that are successful find clever ways to incorporate cultural icons/symbols into their marketing.
Heineken has incorporated Japanese culture into their billboards. Cleverly, a beer bottle is actually representing a Japanese folding fan. These fans continue to be important cultural symbols and popular tourist souvenirs in East Asia. Heineken demonstrates to Asian consumers that they embrace their culture and can deliver meaningful campaigns. Heineken strives to make truly relevant connections.
I would like to see Heineken produce custom branded folding fans as premium giveaways to consumers, enhancing their campaign.