Heineken Lion Australia has launched the biggest local marketing campaign for Heineken 3 since the brand entered the Australian market in 2016, with two hilarious advertisements featuring male actors auditioning to be the new ‘face of the brand’.
In the first 30 second ad, Johnny Goode is quickly laid off by the directors, who cut him off: “thanks for that, we will give you a call”. Goode then surprises viewers with a sculpted shirtless shot one can only obtain from ‘low calorie’ beer, of course.
Watch it here:
In the other 30-second ad, Chase Lovage auditions for the beer that ‘has it all’. Chase Lovage, who has whitened his teeth to the point of blinding someone, is just not that guy.
Watch it here:
The campaign will run across TV, radio, social media and in-store activations.
The ad comes as part of a larger, three -month multi-channel, multi-platform campaign that focuses on educating consumers on the ‘ideal occasions’ to enjoy Heineken 3, while also showcasing the product’s key attributes – lower calories, lower carbs and an award-winning great taste.
Nada Steel, marketing manager at Heineken Lion Australia, said in a statement: “Heineken 3 has reached its highest penetration ever and captured a 31% market share, which has exceeded our expectations.
“We have also seen our awareness level hit more than 21%, which is great for a product that has only been in the Australian market for 12 months.”
As part of the campaign, Heineken trucks will appear at selected Heineken 3 events to give Australians a sample of the beer as well as continuing their money back initiative if customers are unhappy with the product.
Managing director at Heineken Lion Australia, Andrew Campbell, told Ad News earlier this year that: “Heineken 3 won two international gold medals for taste in 2016, so we knew the product was great.
“The feedback from Australians four months after launch has been fantastic and validated this. Our ambition is to continue to drive trial and ‘own’ the mid-afternoon occasion and we look forward to an exciting 12 months ahead.”
According to Heineken data, 79% of consumers who have tried Heineken 3 have repurchased the product.
Moreover, Heineken 3 was the Overall Category Award winner for Best Innovation (Beer) at the 2017 Australian drinks Awards earlier this month.
Heineken 3 has only 86 calories per bottle, 5g carbs and 3.3 per cent ABV. It is available in regular six- and 24-packs along with a new 12-pack.
