Heineken takes out insurance for 3 Money Back Guarantee campaign

Just months after launching its first low carb beer in Australia, Heineken is putting its money where its mouth is, offering consumers a money back guarantee if they don’t like the taste of the beer, and taking out insurance in case there is an overwhelming response to the offer.

3’s Money Back Guarantee is a first for Heineken in Australia.

In the first campaign of its type for the premium beer brand, marketing manager for Heineken Lion, Nada Steel, said the promise to offer refunds for people who did not enjoy the new beer was not a reflection of sales since the launch in August.

“Not at all. In fact, Heineken 3 has surpassed our forecast and targets for launch from both a sales and brand health perspective,” Steel told Mumbrella.