Heineken Star Trail
To gain access to new distribution channels and access a more premium market, Heineken wanted to launch a new product that would drive awareness, trial and maintain stand out within an elite audience - style conscious 18-35 year old males. They wanted to launch a new brand idea to become the alcoholic beverage of choice in bars and nightclubs around the world.
We decided to ‘Light up the Night’ with the world’s first UV reactive bottle. The minimalist designed aluminium bottle comes to life under UV light, revealing the Heineken Star Trail (STR) and lighting up the bar at the point of purchase. To engage and educate the on-trade prior to its launch, the STR bottle was distributed in a bespoke premium capsule to Heineken ambassadors across the globe.
Once we had the attention of local markets, we secured buy-in and gained advocacy from bar/nightclub managers and their staff by educating them with 3 stage sales and activation toolkits which included point of sale items, consumer promotions, and event inspiration.
Celebrative events featured heavily within the STR marketing plans. They were used to bring our target audience together in a social environment and promote trial within venues in which they would make future purchases.
We turned an ordinary bottle launch, into a great one by bringing the product to life in a tangible and relevant way to our target audience. The STR bottle was taken up by over 40 markets (over 300% of target).