Heineken USA Expands Relationship with Geometry Global

Heineken USA assigns international shopper marketing agency, Geometry Global as agency of record for all Hispanic and Total Market retail and shopper marketing. Geometry will lead strategy and shopper marketing programs with a focus on Heineken, Heineken Light, Tecate, and Tecate Light brands within the Heineken portfolio. This is an expansion of the business as Geometry is already AOR for HUSA’s Commercial Marketing, National Accounts Off-Premise and Regional Marketing.

As multicultural consumers continue to grow in importance to brands’ success, Geometry will drive the connection at the retail level, helping Tecate and Heineken to continue to lead the category in the multicultural space while working with HUSA to develop programs focused on multicultural millennials, Hispanic and/or bi-cultural shoppers.

Tecate is a legendary brand in the U.S. Mexican market and Tecate Light continues to be one of the fastest growing light beers in the country. Heineken is an iconic and leading brand among Hispanic and multicultural beer drinkers. Both HUSA and Geometry are dedicated to continue to grow each brand’s multicultural success.

“We look forward to working with Geometry Global this year to increase our penetration of the Hispanic and Total Market,” said Heineken’s Director, Commercial Marketing, Jonathan Simpson. “We chose Geometry because of their occasion-based shopper marketing expertise and strategic ways of looking at the path to purchase.”

Geometry Global’s Hispanic and Total Marketing group launched in August 2014 under the leadership of John Burn Marante and currently boasts clients such as Shell Latin America, Kraft, Kimberly Clark and Nestle US.

“We are thrilled to expand our relationship with Heineken USA driving their Total and Hispanic needs,” said Mike Raleigh, EVP Executive Director, Geometry Global. “Hispanics continue to influence the beer consumption trends and habits across the country, especially within the millennial beer drinker cohort.  Our task will be to deliver seamless integration with our Geometry General Market campaigns by incorporating the insights we gather from this new group and funneling them upstream into our overall strategy and ideations process.”