Heineken Extra Vers
Finally you can taste what the Heineken brewers have always sampled. Freshly brewed beer named Heineken Extra Vers. The freshness of this new beer remains optimal to protect it from light, time and temperature. You can’t find the newcomer in the beer aisle, but in the refrigerated section of the fresh snacks, and this can take some getting used to.
To make the challenge even greater, the freshly brewed beer gets newly introduced at about 30 pilot stores, and then gradually in all stores. So there won’t be national promotion on TV, online or in magazines. The introduction of the innovative beer will only partake in-store.
We have devised the path to purchase of the shopper to guide the customer to the right aisle. Since the aim of Heineken Extra Vers is not to instinctively guide the shopper to purchase beer from the beer aisle, we developed a package of P.O.S. materials that informs, confronts and directs the shopper to the refrigerated section containing snacks.
For the ultimate Heineken Extra Vers experience we designed a couple of impressive demo displays, including the unique draft theater. To highlight the festive gathering as an ideal moment of consumption, we will bring in combideal presenters.
After the successful test carried out in 30 stores, we continue with the roll-out throughout he Netherlands.