Heineken to launch new beer in 'huge' campaign

Arvind Hickman
By Arvind Hickman | 17 August 2016

Heineken is set to launch a new brand that it says will change the way Australians enjoy their afternoon beer.

The global beer giant is creating a 'summer oasis' themed rooftop beach party in Sydney's CBD that members of the public can register to attend, to launch the brew.

Heineken says the event will showcase what 'having it all' means through a 'unique experience'.

The beer maker is tight-lipped about details of the new drop, but AdNews understands it will be one of its biggest campaigns Heineken has done in Australia for years.

The beach club launch will feature an enclosed heated pool, music, entertainment and, of course, plenty of liquid amber with guests encouraged to dust off their summer wardrobe. To register for the 27 August event, visit Have It All Events. Also, keep an eye on AdNews on Snapchat as we'll be at the pre-launch so you can get a sneak peek!

Recently, Heineken expanded its experiential marketing effort with the Heineken City Shapers Festival, while also becoming the official beer partner of the Formula 1.

Viral campaign

In its latest stunt for footy fans in June, just one week before the UEFA Champions League Final in Milan, Heineken, with help from Publicis, took aim at a group of random guys out for dinner with their girlfriends in São Paulo.

When the men opened the menus they were greeted with a surprise message asking if they would fancy watching the UEFA Champions League Final at a Heineken party, for free, and if so, they had to gift their girlfriends with the attached voucher for a weekend at a spa.

We'll say no more, but watch the clip to see what actually happened. On YouTube it's pulled in millions of views.

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