Importância do Branding na criação das estratégias de comunicação para a Campanha The Boring Phone da marca Heineken

Abstract

This study investigates the use of branding and digital strategies in brand building, with Heineken's 2024 The Boring Phone campaign as the object of analysis. This research aims to understand how the company uses these strategies to promote social interaction and reinforce its identity in the market. Starting from the following question, “How can the branding strategies used by Heineken in The Boring Phone campaign promote social interaction and maintain the relevance of the brand, reinforcing its identity and fundamental values?”, the research adopts a theoretical, exploratory and qualitative approach, combining bibliographical review and content analysis (Bardin, 1977). It presents a theoretical basis on branding (Roberts, 2004), digital marketing (Jenkins, 2009), and the evolution of organizational communication in the digital era (Kotler, 2017). Campaign analysis is conducted based on the stages of coding, categorization, and data analysis and interpretation, exploring the media impact generated. The results indicate that The Boring Phone stands out in provoking reflections on the excessive use of smartphones, using a creative and provocative approach to strengthen the connection between brand and consumer. Therefore, the strategy contributes to the consolidation of brand equity.