our work

Client: Heineken

Challenge: Extend consumers’ drinking repertoires across Heineken’s portfolio of beers and ciders.

Concept: Multi-brand trial in the on- and off-trade

Execution: Annual series of massive in-bar and in-store trial campaigns, led by highly trained Brand Ambassadors. Consumers invited to discuss current drinks preferences, before being offered a free alternative “on the house” by Heineken. By talking with, not at consumers, consumer engagement, brand recall and voucher redemptions soared.

Results: Over 3.4m personal trials in 4 years; 33% conversion to purchase; 10m + Word of mouth effect.

Themes: Trial, Sampling, Conversation marketing, Multi-brand, In-store