Heineken's 'perfect' boast
Heineken is launching a new campaign to attract "extra-cold" consumers to the brand, by raising awareness about the optimum temperature for drinking draught lager.
The "always perfectly chilled" campaign compares "perfect" Heineken to the "extra cold" variants available in many outlets, and is being rolled out into pubs across the UK this month.
New fonts are being installed across all pubs that stock Heineken, and display the "always perfectly chilled" strapline. The latest chilled dispense technology aims to ensure the beer is always served at optimum temperature. New glassware is also being rolled out into pubs, with the same strapline. The glasses move away from Heineken's traditional hour-glass shape to a straight-edged format.
Head of customer marketing for Heineken UK Chris Duffy said: "Our new campaign aims to highlight to drinkers that many beers are now served below optimum temperature - sometimes painfully cold or frozen - unlike Heineken, which is always served at optimum temperature, between 4°C and 6°C."
He added that many beers which position themselves as "extra cold" are in fact served too warm, and others are served below 4°C, which results in a compromise on taste.
PoS material supporting the launch includes beermats, A3 posters and tent cards. These feature several executions of the "always perfectly chilled" message, including a pint of beer frozen on a lolly stick which asks drinkers: "Do you want to drink your beer or lick it?", and a series of statements asking drinkers how they prefer their pint - "Extra Cold? Super cold? Painfully cold? Frozen?"
