Heineken goes big for new smooth beer, Heineken Silver
Beer brewer Heineken has launched a multi-million dollar campaign for its new Heineken Silver product – a beer that is significantly less bitter than standard beers.
The brand has poured $6.5 million of media value into a full-scale marketing campaign to raise awareness of the drink being made available on Australian shelves, while emphasising Heineken Silver’s smoothness and 99% carb free status.
According to the brewer, Silver was created to appeal to drinkers who “find beer too bitter, of which a high percentage are Millennials and Gen Z”.
Specifically, on the international bitterness unit scale, Heineken Silver boasts 5 IBUs while Heineken Original scores 19.
In addition to TVC developed for BVOD and YouTube, the campaign uses materials created for social and digital channels, out-of-home and in-store BTL. Heineken is also expected to host a sampling campaign later this summer.
“We are thrilled to introduce Heineken® Silver to the Australian market,” Dino Bozzone, Heineken’s country manager, said.
“This launch marks a significant milestone in our ongoing commitment to innovation and quality. Heineken® Silver is a testament to our dedication to crafting beers that meet the evolving preferences of our consumers and driving category growth for our customers.
“This remarkable smoothness makes Heineken® Silver the perfect choice for those seeking a more refined beer experience without sacrificing the rich, refreshing taste Heineken® is known for.”
Heineken’s latest product launch comes roughly five months after the brewer teamed up with Saatchi & Saatchi Australia for a campaign that played off its partnership with the Formula 1.
AGENCIES:
ATL (tvc & digital): LePub – part of Publicis Groupe
BTL: PMG
Media: UM
PR: Maven PR
Sampling & Brand Stunt: Saatchi & Saatchi (part of Publicis Groupe) & Momentum – more detail coming soon.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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