Heineken reckons its captured nearly a third of the local premium international mid-strength beer market with its low-carb Heineken 3 product since launching it Down Under twelve months ago and is now preparing to double-down with a national marketing campaign.
The European beer giant has kicked off a three month marketing push designed to bring new customers into the category mid-strength category and further extend its success with low-carb products.
TV, radio, outdoor, PR, social media, experiential, in-store activations and social influencers will be brought on to drive Heineken 3’s key attributes: “lower calories, lower carbs and an award-winning great taste.”
Heineken believes awareness of its flagship mid-strength beer product currently sits at 21 per cent locally, a figure it’s looking to increase with the broad-based campaign.
Its internal data has found that 79 per cent of customers who have tried Heineken 3 bought the product again.
The price tag for the campaign was undisclosed, but with ads having already begun to air and several partnerships with national media organisations on the books already, a large swathe of Aussies are set to be reached.
“We want to reach new drinkers to demonstrate how consumers can enjoy Heineken 3 in the right way, at the right time including those spontaneous moments. Communicating these occasions is a key part of our marketing strategy and we have some ambitious plans to drive trial,” said Heineken Lion Australia marketing manager, Nada Steel.
Three branded vehicles and a dedicated street team has been brought on to attend Heineken 3 relevant events in the coming months, conducting sampling for free or at a promotional summer price.