Heineken Print HEINEKEN FREEZE GLASS by Brandbase

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Netherlands
Agency Brandbase
Director Gilles Heybroek
Creative Director Paul Alberts
Released August 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: HEINEKEN
Product/Service: HEINEKEN BEER
Creative Director: Paul Alberts (BrandPremiums)
Director: Gilles Heybroek (BrandPremiums)
Media placement: Premium - Supermarket - 02-08-2011

Describe the objective of the promotion.
How can we bring Heineken Extra Cold (only available in bars and restaurants) into the living-room of the consumer?

Heineken Extra Cold is normal Heineken beer, but served at a chilly temperature of 2 degrees Celsius. Heineken Extra Cold beer is only available as a draft in restaurants and bars in Holland.

Because of its success, Heineken wants to increase brand awareness for the Heineken Extra Cold brand. They also want to make it available for consumers at home during the summer so they can enjoy their Heineken even more.

Describe how the promotion developed from concept to implementation.
The agency was responsible for the whole process: concept, design, development and implementation.

The glass went through many steps of development, with lots of samples and research. This was to get the ultimate Freeze Glass, which met all the requirements of the client and international food/safety regulations. The Freeze Glass is patented by the agency.

Explain why the method of promotion was most relevant to the product or service.
Never again warm Beer with The Heineken Freeze Glass. Your first sip is as cold as the last one!

This innovative and patented glass (by the agency) cools your Heineken beer close to the freezing point (0-2 degrees Celsius) and keeps your beer extra cold on a warm sunny day for at least 30 minutes.

This double walled glass (made out of real glass, no plastic) should be placed in the freezer before use. It cools beer from room temperature to 2 degrees Celsius within minutes.
Buy a pack of 9 Heineken cans and get the glass for free.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The glass attracted huge national and international attention; Internet, newspapers, TV, radio etc. Over €200,000 of PR (which is a lot in a small country like Holland).

The glass had a very positive influence on awareness of the Extra Cold brand and its sales. The glass is very well-known in Holland, they were all sold out in just a couple of weeks. Even on the Dutch equivalent of eBay the glasses were sold for over €10.

Due to the success in Holland, Heineken now offers this premium glass worldwide.