Who doesn’t like a free drink? The trouble is we all have different tastes. Wouldn’t it make more sense to offer consumers a choice of samples? We couldn’t agree more.
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From its ground breaking inception, our work with Heineken has remained an industry leading example of engaging, targeted, high-volume sampling.
Katie Penfold. Managing Partner, BEcause
Heineken's challenge was to get 18- to 34-year-old consumers to choose Heineken brands over other lager and cider brands more regularly.
What we did
Over the last 10 years, we’ve helped millions of people try and buy more Heineken brands. Our teams have expanded people’s drink repertoires by talking with them – not at them.
How we did it
From festivals and bars to supermarkets and impulse stores, Single brand “Taste Tours” bring refreshment when most needed. And we pioneered mass-scale, multi-brand bar sampling. By chatting to consumers in up to 700 venues a night and offering a choice of Heineken brands, we matched individual products to personal taste preferences. How refreshing.
word of mouth
face-to-face personal trials
average conversion to purchase at retail
Changing people’s drinking preferences isn’t easy. But with the right product served in the right way, by the right person, at the right time, the results can be very tasty indeed. Find out how sampling can help boost awareness for your brand.