“We offer consumers the opportunity to experience what we are saying as a brand”

Immediately after the big Belgrade party where the new was presented and promoted Heineken Silver® beer, the marketing director of this company, Tamara Pajević, reveals the strategy by which her team will continue to build and maintain the reputation of a strong and recognizable brand until the end of the year.and burn.

• There are predictions that the events industry will return to the track we remember before covid in the current year. Do you have any evidence to support this?

I think the event industry is already back on its feet in 2022. This is supported by the fact that most of the big festivals worked at full capacity, with a record number of visitors and beer sold. In addition, last year we enjoyed an extremely diverse range of concerts, along with the opening of new events and festivals. This was also helped by the fact that all covid measures were abolished, such as mandatory negative tests, the limit on the number of people andme similarly.

Heineken supported a record number of festivals and events last year. Some of them are our long-term partnerships, such as “Exit”, “Arsenal”, “Guitariada”, “Nishville”, “Street food”while we also joined new projects, such as “Novi Sad – European Capital of Culture”, “Ljubičev Equestrian Games”, “Rock Village”„Wind Rock Fest” i mnand others.

We believe that 2023 will be even more successful for the event organization industry, that we will all enjoy beautiful festivals, concerts and events with socializing, enjoying music andbrom beer.

• If we talk about events and ““live” interaction between people, Heineken Serbia had a big party where the new was launched Heineken Silver® beer. What impression should the visitors of the event have had so that you can now say “Okaythat’s it, that’s what we wanted”?

The goal of the event was to present our new product in a unique way – Heineken Silver®. The desire was to bring our novelty closer to consumers through a fantastic atmosphere, the most modern audio-visual effects in a spectacular way, and give them the opportunity to experience and feel exceptional freshness. Heineken Silver® while enjoying the music of our famous locals DJs, but also the big star Frenky Wah. Based on the comments of more than 2000 consumers who were at the party, as well as the response from social networks, everything indicates that we are inthey succeeded me.

Tamara Pajević, marketing director of Heineken Serbia

• “Storytelling” is very important, but not every story has a happy ending. In what way messages which Heineken® on a global level very strikingly and marketing skillfully sent to your consumers adapt to the domestic market?

There are several things that are important to ensure that we get the message across in the right way Heineken® sends to our consumers, but what definitely makes our job easier is the fact that, as you say, the creatives are so well thought out that they convey the message clearly by themselves regardless of the part of the world you are in. The main thing is that the combination of communication channels is fully adapted to the habits of our consumers, i.e. their media consumption. On the other hand, the inclusion of local people from the topics we deal with – are they our football and sports experts when we activate the Champions League platform, or are they the keypeople from the world of music and festivals when we talk about the music campaign. Also, an important element is to have events through which we bring what we say as a brand into reality and provide consumptiongives the opportunity to through personal experiences that and live.

• What would you share with us about your brand strategy and event organization for this year? What should we expect?

Our ambition is to continue to supportwe have festivals and events all over Serbia with the entire portfolio of our brands. In addition, we continue with unique events organized by the company Heineken through which we evoke our brands in a special way and platforms.

• It’s thankless to compare, but it can be meaningful to tell us what has changed in your business life since you took the position of the company’s marketing director Heineken Serbia.

The change comes from the responsibility that the position carries with it, where, in fact, the task is to define the right strategy for the growth of brands, but also to recognize the right time frames in which it can be implemented, in order to bring the best result. In addition, a large part of the work is related to the management and development of people, the creation of successful teams, a positive atmosphere for work, because, in fact, only through a team are real results achieved. I am lucky to have a fantastic team of young and capable people, with whom, indeed, great pleasure to collaborate, design and implement great things, because without them, little of it would have happenedas possible.

• Heineken® for many it means “football and good time”. What does it mean to you?

Heineken® has always been synonymous with beer for me as a consumer, even before I had the opportunity to work on this fantastic brand.

I associate it with beautiful and fun moments spent with dear people, with crazy parties, and as a big fan of football, of course, with enjoying the best matches, which is the most important secondary thing in the world it can to offer.

• Finally, tell us something outside the boundaries of the corporation: what do you do when you’re not working, how do you spend your free time?

I think I’m not much different from most people here – it’s important for me to have enough time for my family and close friends, because that’s where I draw energy for everything else. I love sports very much, so I enjoy watching them as well as training. Of course, I also like to travel, I enjoy going out and having fun conduct