With moderation of alcohol consumption on the rise and consumers still wanting to imbibe during a lazy summer’s day, Heineken was launching a new brand, Heineken 3, its first mid-strength beer offering great taste, lower calories and lower carbohydrates. This was Heineken’s biggest product launch in 20 years, and Australia was first to market.
We needed to create awareness of Heineken 3 and its functional benefits, position it as enabling consumers to ‘have it all‘, build an affinity for the ideal occasions for Heineken 3 in the lead-up to summer and drive trial.
We created summer in winter by building a giant conservatory over an outdoor rooftop pool in Sydney’s new 5-star Primus Hotel, heating it to 30 degrees so guests could party in board shorts and bikinis to the sounds of top DJs, play beach volleyball, enjoy ice-creams, a BBQ and Heineken 3, all while it was 6oC and raining outside.
Media and influencers were first to experience Heineken 3’s Summer in Winter, after a special tasting and briefing in the hotel’s Presidential Suite. A consumer event took place the following day.