Heineken runs ‘Full Flavour Refreshment’ shopper activity
Wednesday May 7, 2014 at 12:32pm
Heineken is launching a new combined advertising and shopper marketing campaign under the banner ‘Full Flavour Refreshment’ aimed at both promoting its low alcohol beverage Foster’s Radler and also launching its new Bulmers Cider ‘moderation’ range. The campaign has been created by marketing agency Space, which has been tasked with establishing Heineken’s foothold in the ‘moderation’ category through a shopper campaign focused on trial and awareness of Foster’s Radler and the launch of two new BULMERS variants of 2.8 per cent abv, Bulmers Cider Five Fruit Harvest and Bulmers Cider Indian Summer. Heineken estimates that the low alcohol category has the potential to grow to 5% of total cider and beer volumes in the UK within 10 years. Space is responsible for the overall concept and creative for the ‘Full Flavour Refreshment’ shopper campaign. It runs until the end of May at major grocery multiples across the UK, including Sainsbury’s, Asda and Morrisons. Activity includes an outdoor push via six sheets outside retail spaces. The campaign translates in-store via a suite of POS items that hit all of the touch points on the shopper journey.