Kumapeto kwa zaka za m’ma 1980 opanga moŵa ambiri anali kupanga moŵa wopanda moŵa ndi wochepa (kapena 'kuwala') mowa. Ngakhale kuti poyamba ankakayikira Freddy Heineken adaganiza zopanga mowa wonyezimira - ndi cholinga chotenga gawo lalikulu la msika uwu ku Netherlands ndi kunja..

Njira yochitira:

Heineken adayambitsa mowa wawo wocheperako (0.5%) m'chilimwe cha 1988. Wopanga moŵa wachi Dutch adasankha dala mowa wocheperako kusiyana ndi mowa wopanda mowa, kuopa kuti ogula sangatenge moŵa womwe mulibe mowa. Mowawo unatchedwa 'Buckler', lomwe linkaonedwa kuti ndi dzina lachizindikiro ‘lamphamvu’, ndipo dzina la Heineken linasiyidwa palembapo.

Chotsatira:

Poyambirira Buckler anali wopambana ndipo adatenga gawo lalikulu pamsika wamamowa opepuka ku Netherlands komanso padziko lonse lapansi.. Komabe, 5 zaka pambuyo pa kukhazikitsidwa kwake, Heineken adachotsa Buckler pamsika waku Dutch.

Wojambula waku cabaret waku Dutch Yoep van 't Hek adanyoza mopanda chifundo omwa mowa wa Buckler pamutu pake. 1989 Chiwonetsero cha New Year Eve:

"Sindingathe kupirira omwe amamwa a Buckler. Inu nonse mumamudziwa Buckler, ndi mowa ‘wosinthidwa’ uja. Anyamata onse azaka 40 omwe amaima pambali panu akugwedeza makiyi awo agalimoto. Pitani ku gehena! Ndikumwa mowa kuti ndiledzere. Sokera - pitani mukamwe Buckler wanu kutchalitchi. Kapena osamwa, wakumwa BUCKLER."

Zotsatira zake zinali zowopsa chifukwa cha mowa wocheperako.

Kuphatikiza apo, Heineken adachepetsanso mphamvu ya mpikisano waku Bavaria – Bavaria Malt anali atapeza ufulu wokhazikika wa mowa wopepuka ku Saudi-Arabia pankhondo yoyamba ya Gulf.

Mu 1991 Heineken anayesa kubwezeretsanso Buckler pochepetsanso mowa, koma kunali kuchedwa kale. Ngakhalenso kampeni yotsatsa pawailesi yakanema yokhala ndi mkazi wachigololo wovala kambuku kapena kuthandizira gulu loyendetsa njinga kungasinthe mwayi wa Buckler..

Phunziro:

Ngakhale Buckler sakupezekanso ku Netherlands, ikadali chipambano chachikulu ku Europe konse. Heineken adalowanso mumsika wa mowa wopepuka ku Netherlands ndi chinthu chomwe chili pansi pa chizindikiro cha Amstel - chizindikiro chomwe chimaonedwa kuti ndi champhamvu kwambiri chotha kupirira 'chitonzo' chilichonse chosayembekezereka..

Zomwe zidawononga mbiri ya Buckler pamsika waku Dutch zinali kunja kwa ulamuliro wa Heineken.. Komabe, ngati kampani ikuwononga 'chizindikiro' chifukwa cha zolakwika zawo ndizothandiza kukumbukira malamulo otsatirawa: (1) kulankhulana moona mtima (ndi atolankhani); (2) khalani owonekera; (3) musabise 'mawanga' anu ofooka, ndipo koposa zonse; (4) vomerezani kuti munalakwitsapo (kutenga maphunziro amtsogolo).

apulosi, Mwachitsanzo, adatsata malamulowa bwino lomwe pomwe cholakwika mu iPod Nano chidawonetsedwa ndi olemba mabulogu ambiri otchuka.: nthawi yomweyo adavomereza cholakwikacho ndikulonjeza kuti akonza izi kwaulere. Zotsatira zake, mtunduwo unakhala wotchuka kwambiri ndi ogula.

Komanso:
Magwero akuphatikizapo: Elsevier, 23 Mayi 2005, shock wave, p. 105.

Lofalitsidwa ndi:
Chithunzi cha IvBM

KUSIYANI MACOMMENT