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Heineken Taste Tours

Try something new – it’s on us

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.

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

Brand challenges

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.

Results

66M

word of mouth

11M

face-to-face personal trials

33%

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.

Services

Experiential, digital & social

Get in-depth results from our Boursin Sensorium campaign

Dig deeper into the detail of our Boursin Sensorium work by requesting access to our results-focused evidence case study. Due to the confidential nature of this report, access is restricted.

Get in touch: +44 (0)20 3371 3337

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