Heineken has launched a number of billboards promoting its Heineken 3 beer.
The OOH execution uses panels from JCDecaux and is part of the biggest product launch campaign that Heineken has run since arriving in Australia.
In a JCDecaux first, the panels themselves have been moulded into the shape of a giant Heineken 3 bottle, set on a background of three scrolling panels that tell the story of Heineken’s new “Lower calorie. Lower carb. Great tasting” beer.
Heineken marketing manager Alessandro Manunta says: "In launching Heineken 3, it's key for us to adopt disruptive solutions to be able to talk to our consumers about this new product. Using the bottle-shaped Citilights panels is a clever way to share this exciting proposition in the market.”
The panels are live in CBD locations in Sydney, Melbourne and Brisbane from 6 – 19 September.