Heineken launched its latest Money Back Guarantee scheme, which will allow Aussies to drink Heineken 3 risk-free. The mid-strength beer, will refund consumers who are not completely satisfied with the taste.
“Heineken 3 won two International Gold Medals for taste in 2016, so we knew the product was great. The feedback from Australians four months after launch has been fantastic and validated this, which is why we are so confident in the great taste that we can put our money where our mouth is. If Australians really don’t think it tastes great we will give them their money back,” Andrew Campbell, the managing director at Heineken Lion Australia commented.
The beer manufacturer has identified huge growth potential among occasional beer drinkers across Australia who are looking for a more balanced lifestyle. The Heineken 3 ‘Great Taste or your Money Back Guarantee’ is designed to boost the product trial.
“The launch of our Money Back Guarantee scheme signals the latest phase of our national marketing campaign, as we continue to build on the momentum we have gained in the past few months. Our ambition is to continue to drive trial and ‘own’ the mid-afternoon occasion [as] we look forward to an exciting 12 months ahead,” Campbell said.
Heineken 3 enabled consumers to ‘Have it All’ with lower calories and carbohydrates, after just four months in market since it was launched last year. The product captured 21 per cent share of the international premium mid-strength category and grown to 53 per cent the size of the category leader Peroni Leggera.
To be eligible for Heineken 3’s Money Back Guarantee scheme, consumers can buy a 6 or 12 pack of beer between January 23 and March 4. For those who don’t like the taste of the beer, they will be able to log on to www.haveitall.beer and tell Heineken why they don’t like it in 15 words or more. Heineken will refund money back into consumers’ bank account or to Heineken’s chosen charity partner.