Beer lovers get money back if they don't like Heineken 3

Pippa Chambers
By Pippa Chambers | 17 January 2017

Australians are being offered a risk free opportunity to try Heineken 3 thanks to a new Money Back Guarantee campaign launched by the beer brand.

In its quest to take customer service to the next level, its new 'Money Back Guarantee' scheme aims to get more people supping on its mid-strength beer which launched in August last year. The launch was spurred on by the “huge growth potential” it had identified among occasional beer drinkers across Australia who are looking for a more balanced lifestyle.

The company is so confident in the taste of its lower alcohol brand that it will refund consumers who are not completely satisfied with the taste.

Heineken, which is an official beer partner of the Formula 1, launched a series of experiential events last year to promote the beer. Its out of home campaign saw it work with JCDecaux on '3D billboards' and was part of the 'biggest product launch' campaign that Heineken has run since arriving in Australia.

There will be a full marketing campaign to support this promotion, including outdoor media, radio, social, in-store point of sale and PR.

For those that don't like the taste of the beer, they will be able to log on to a dedicated website - www.haveitall.beer - and tell Heineken why they don't like it in 15 words or more. Heineken will refund money back into consumers’ bank account or to Heineken's chosen charity partner.

Managing director at Heineken Lion Australia, Andrew Campbell, says: "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, which is why we are so confident in the great taste that we can put our money where our mouth is. If Australians really don't think it tastes great we will give them their money back.”

He says the launch of its Money Back Guarantee scheme signals the latest phase of its national marketing campaign, as it continues to build on the momentum it says it has gained in the past few months.

“Our ambition is to continue to drive trial and 'own' the mid-afternoon occasion and we look forward to an exciting 12 months ahead,” he adds.

Heineken 3 has lower calories, lower carbohydrates after a few months in market, it says it has captured 21% share of the international premium mid-strength category and grown to 53% the size of the category leader Peroni Leggera.

Speaking to AdNews last year, Heineken Lion Australia's then marketing manager Alessandro Manunta said Australia would be a testing ground for the Heineken 3 brand proposition with potentially other markets to follow.

“In our media we are trying to be less male-centric and more gender neutral," he said at the time.

"Also the venues we are targeting for the product are appealing to male and females. While it's important that it has low calories and low carbs, but the most important angle is it has a great taste.”

Manunta left the local business in November to take on an international Heineken role based in Amsterdam.

To be eligible for Heineken 3's Money Back Guarantee, consumers need to buy a six or 12 pack of Heineken 3 between January 23 and March 4.

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