HEINEKEN Greenpaper.

Approaching a trade launch with a consumer lens

Objective: Drive meaningful loyalty and support across the category.

While Heineken is widely recognised as a market leader with a stand out portfolio, its customers are regularly being courted by the competition, so it was key to continue to exert its authority and defend its customer base.

Insight:On and off trade customers are facing stiff competition in attracting punters and highly value tangible support that will directly help their businesses.

Stirring emotion:

Harness the brand’s expertise to lend a supportive and trusted hand.

Solution:

Introducing The Greenpaper, a category strategy that provided practical advice, guidance and tips as to how, together, Heineken and its customers could secure growth.

To bring The Greenpaper to life, a launch experience with a consumer feel was designed – featuring a mock up shop and mock up pub, guests could interact with tangible manifestations of the strategy.

Output

40

Journalists from the on and off trade press attended, including The Grocer, Morning Advertiser, Drinks Retailing News and Just Drinks.

Outtake

25

Pieces of coverage achieved to date, from key titles including The Grocer, Asian Trader, IRN, Morning Advertiser and Inapub.

Outcome

£355m

Incremental growth has already been identified across the category since launch.