Heineken: THE BEER THAT WON'T KNOCK YOU DOWN.

Credits & Description:

Category: Point of Sale

Advertiser: HEINEKEN BRAZIL

Product/Service: ALCOHOL FREE BEER

Agency: MARKETDATA DIRECT & DIGITAL

Date of First Appearance: Jan 13 2011

Entrant Company: MARKETDATA DIRECT & DIGITAL, Curitiba, BRAZIL

Creative Director: Cristhian Stange (MarketData Direct & Digital)

Planner: David Whittaker (MarketData Direct & Digital)

Copywriter: Marcelo Russo (MarketData Direct & Digital)

Art Director: Vilmar Luiz (MarketData Direct & Digital)

Producer: Rodrigo Dias (MarketData Direct & Digital)

Account Director: Eduardo Horta (MarketData Direct & Digital)

Construction Technician: Renato Hollanda Cavalcanti (Miniart Studio)

Account Managing: Tatiana de Paula Machnicki (MiniArt Studio)

Media placement: Ambient Media - Cana Benta Bar - 13.01.2011/30 days



Describe the brief from the client

Usually, alcohol-free beer is left untouched inside the freezers of bars. It was important to change this situation, conveying the main benefit of Alcohol-Free Bavaria: to enjoy a nice night of drinks without compromising one’s health.



Describe the challenges and key objectives

Measuring the consequences of drinking too much is practically impossible while having fun at the bar: it normally gets to people the next morning. We needed to make the product visible and remembered by the consumers.



Describe how you arrived at the final design

The final result came up based on the benefit of the product itself: allow people to function a hundred percent the next day. Special “weeble” bottles were created, keeping the same labels and tops as the originals; the difference was that, no matter how far down they were pushed, they would return to the vertical position.



Give some indication of how successful the outcome was in the market

The piece generated full curiosity and interaction, as people were surprised to see the bottle wobble and not fall down. 100% of the people impacted by the action interacted with the bottle and found out that it is possible to have fun drinking alcohol-free beer. There was an increase of 47.31% in sales of alcohol-free Bavaria in every establishment where the bottles were placed.