Heineken describes its new brand as one that will allow consumers to “Have It All”. The product will boast lower calories (86 calories per bottle) and lower carbohydrates (5 grams per bottle). Don’t assume taste has been sacrificed – the product has also already enjoyed award-winning success, winning best Lower Calorie lager at the World Beer Championships in 2013 and 2014 and a Gold Medal at the 2015 European Beer Star Awards for best German Style Liechtbier.
Seeking to capitalise on the growing demand for premium mid-strength beer, Heineken found data to support opportunities to leverage spontaneous, easy-drinking, mid-energy and mid-afternoon consumption occasions. Already proven popular in early consumer trials in Australia, Heineken 3 will look to access more drinkers in more occasions, as well as tap into the female market.
Andrew Campbell, Managing Director at Heineken Lion Australia, commented, “We have big plans for the Heineken 3 brand here in Australia and this is supported by the significant investment we have put behind our launch and marketing campaign. We believe it will shake up the market with its compelling offering, quality and great taste.
“Consumers want brands and products that complement their modern, active and spontaneous lifestyles without compromising on taste or quality. This is exactly what consumers can expect from Heineken 3, a great tasting lower calorie beer brewed to the same world famous quality and standards as Heineken”.
As part of the launch, Heineken 3 has introduced new pack sizes, including six, 12 and 24 packs, as part of its aim to be a convenient drink for more occasions. Campbell added, “In Australia, Heineken has a reputation for delivering innovative and impactful campaigns to market. With Heineken 3, we are continuing to deliver on this through product innovation and providing engaging experiences that build awareness & encourage trial in a responsible way. This is in line with our global commitment to promoting moderate drinking and encouraging consumers to enjoy Heineken responsibly.”
The product launch is the first that Heineken has released in Australia since its establishment here and will be supported by a high-impact nationwide campaign. However, this is only the first phase of Heineken’s marketing campaign, set to roll out over the next 18 months. The campaign will include social, digital, outdoor, retail and experiential activations targeting the inner city consumer.
The campaign will continue to build in the lead up to summer. Further details to follow in the coming weeks.
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