Beer brewer Bavaria is one of the oldest family businesses in the Netherlands. Under the leadership of the Swinkel family, beer has been brewed according to a unique recipe for seven generations at the Bavaria brewery in the southern Netherlands. Bavaria has subsidiaries in France, Italy, Spain and the UK, and employs 1,000 people. No fewer than 120 countries enjoy the beers brewed by Bavaria, which include the brands 8.6, Bavaria, La Trappe, Hollandia and Swinckels.
The Global Product Management department is responsible for the realisation and management of all visuals, imagery, videos and artwork. The department’s most important task is the worldwide management of the ‘visual experience’ of all Bavaria brands. Marketing support is provided to all countries in which Bavaria is active from the department’s base in Lieshout. The number of online platforms providing rich content has grown considerably in recent years. Other developments, such as the increasing number of product variants and shorter product life cycles, have also contributed to strong growth in the amount of digital material needed, such as logos, product photos, video material, packaging designs, campaign imagery, posters and banners. The management and worldwide roll-out of these digital assets and the monitoring of the house style of all on and offline communication is essential to Bavaria’s global marketing campaigns and brand consistency.
For its solution, Bavaria chose the elvis DAM (Digital Asset Management) solution in combination with 2imagine’s online formatting software. Both best-of-breed software tools are integrated in a Brand Portal set up by Bavaria itself.
This portal has enabled the Global Product Management department to improve its overseas support considerably, guaranteeing maximum brand consistency. Now colleagues, web designers, photographers, agencies and distributors can all search for marketing assets and share them or download them, if desired. In addition, internal and external users in different countries can easily translate and localise below-the-line marketing materials via 2imagine. Pre-defined Adobe InDesign templates are used, which can be adjusted via the web browser. Using an approval workflow, the head office maintains control over offline materials that are made online by the different countries. The workout consisted of:
- analysis with the help of workshops
- creation of templates
- management and maintenance
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