Heineken's product launch, announced yesterday, will be the biggest campaign the Dutch beer giant has run since it arrived in the country and will incorporate Snapchat for the first time.
Australia will be the first market in the world to launch the product, which is due to hit bottle shop shelves on Monday, 29 August.
Heineken Lion Australia marketing manager Alessandro Manunta tells AdNews the launch and brand proposition “is the biggest launch for Heineken in Australia since the beer brand launched in the country”.
AdNews can confirm the beer will be part of the Heineken master brand, but there will be “some elements that are absolutely unique”.
Heineken will follow up the launch with a huge marketing campaign centred around the tag line 'Have it All'. AdNews can reveal that Heineken is working with Snapchat for the first time in Australia to launch the beer.
According to IAB and Nielsen there are more than three million active users of Snapchat in Australia and that figure is predicted to grow, with the social media platform opening a Snapchat office and naming former News Corp sales director as Australia GM.
“Social media is going to play an important role in amplifying the event. We are going to play a little bit with that during the event and using content from the event to leverage social media in the present and future,” he adds.
“It's important when you launch a new brand proposition that you don't just talk about the brand but you also talk about the emotion and mood and spirit behind it and the event will represent that really well.”
To launch the product, Heineken is hosting a rooftop beach party for 200 guests that will feature mysterious stunts.
“The stunt is about bringing summer in winter, which will bring to life in probably a cold winter day next week,” Manunta reveals, before AdNews reminds him that it was already 24 degrees and sunny in Sydney yesterday. “It doesn't matter what the weather will outside, trust me it is going to be warm."
'Legendary' experiences
The choice of a live event follows plans for Heineken to do more experiential marketing in Australia, something the Dutch beer giant is famous for abroad.
This will include “legendary experiences” around next year's Formula One in Melbourne, as well as non-Formula One times, as well as the Heineken City Shapers Festival.
“The direction we are taking the brand is not just and play but the same we're bringing to life an experience. That's what makes the difference in people believing in the brand and its core proposition.”
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