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.

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.

“It is already claiming 22% of the IP mid segment, while MQT November places Heineken 3 penetration, consumed over the last four weeks, at 2.2 times the size of Peroni Leggera.

“In addition to this, the feedback we have received in our post communications research has confirmed that consumers think the product really is great tasting.”

The money back promotion is part of a $6m marketing war chest that Heineken has devoted to the launch of the brand.

In the summer promotion which begins on January 23 and runs through to March 4, consumers who purchase a six or 12 pack of 3 will be eligible for a complete refund to their bank account simply by visiting a website and explaining why they did not like it in 15 words or more.

Heineken's Nada Steel admits the promotion "carries risk".

Heineken’s Nada Steel admits the promotion “carries risk”.

Steel admitted Heineken Lion had taken out insurance in case there was an overwhelming response to the promotion.

“Like any big promotion that carries risk, we have taken out insurance to minimise the liability for our broader business,” Steel said.

She said that the promotion had been in development for a considerable time as was part of the overall plan for the brand over the coming year.

“A huge amount of effort goes into planning a large campaign like this, reflected by the fact that it has been in the planning for over 18 months,” she said.

“The Money Back Guarantee campaign is one way that we are bringing our 12-month sampling campaign to life, as we know that when consumers try Heineken 3, they love the taste and repeat purchase intent is high.”

The Money Back Guarantee campaign will run through outdoor, radio, social, in store point-of-sale and ongoing PR.


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