Heineken Design & Branding HEINEKEN BOUQUET by Fischer&Friends

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HEINEKEN BOUQUET

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Industry Beers and Ciders
Media Design & Branding
Market Brazil
Agency Fischer&Friends
Chief Creative Officer Mario D`andrea
Creative Director Rafael Merel, Marcelo Fedrizzi
Released August 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: HEINEKEN
Product/Service: HEINEKEN
Agency: FISCHER & FRIENDS
Chief Creative Officer: Mario D'Andrea (Fischer&Friends)
Creative Direction: Marcelo Fedrizzi (Fischer&Friends)
Creative Direction: Rafael Merel (Fischer&Friends)
Convergence Director: Bruno Mendonca (Fischer&Friends)
Convergence: Artur Polatti (Fischer&Friends)
Convergence: Renato Michalischen (Fischer&Friends)
Convergence Vice President: Pedro Porto (Fischer&Friends)
Media placement: Newspaper Notice - Promark Impresso - 8 August 2011
Media placement: Newspaper Notice - Destak - 9 November 2011
Media placement: Web Notice - Blue Bus - 5 August 2011
Media placement: Web Notice - Ad News - 5 August 2011
Media placement: Web Notice - Portal Da Propaganda - 5 August 2011
Media placement: Web Notice - Mundo Do Marketing - 8 August 2011
Media placement: Web Notice - Vox News - 8 August 2011
Describe the brief from the client
Heineken is a beer renowned for its quality and flavour. We have taken advantage of these characteristics to present it in a different and unusual way – as an option for a present on Fathers Day. Moreover, we have reinvented the sending of the traditional bouquet of flowers, which was formerly something only women received.
Describe the challenges and key objectives
We needed to encourage people to celebrate Fathers Day with Heineken. In a novel partnership with the major online florist in Brazil, Flores Online, we created a new product, which has changed the way both Heineken and a bouquet of flowers are perceived: a bouquet from Heineken. The first bouquet of flowers for men anywhere. To publicise it we are using 1 tweet, 1 post on Facebook and 1 marketing email.
Describe how you arrived at the final design
The product was sold out within a day. There were more than 2,000 posts on social networks and sales of Flores Online went up 30%.
Give some indication of how successful the outcome was in the market
The product was sold out within a day. There were more than 2,000 posts on social networks and sales of Flores Online went up 30%. So we have created a new custom, giving Heineken as a gift for Fathers Day, something never done before. And what is more, we have established a new date for sales promotions for our client.