Heineken 0.0
Sampling Program
the challenge
Launch the latest Heineken, USA innovation - Heineken 0.0 - in a meaningful way that raises brand awareness, drives trial and leads to greater purchase intent.
the solution
Impactful, unexpected sampling with a purpose.
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The 0.0 launch gave Heineken “permission” to sample in locations that traditional beverage alcohol companies simply couldn’t play in before. We combined a multi-market regional strategy to “pop-up” in unexpected ways in non-traditional accounts (car dealerships, gyms, etc.) with larger format partnerships with US Military branches and retail giant Camping World to sample at scale.Description text goes here
the results
2.3M samples distributed
2.4M Media Impressions via Camping World partnership
