Heineken Ireland: Heineken DAMOC coolers

This case study explores how Heineken made use of innovative new technology to increase interest in its faltering Heineken Served Extra Cold option.

Heineken Ireland: Heineken DAMOC coolers

Campaign details

Agency: Guns or KnivesClient: Heineken IrelandCategory: Innovative Idea or ConceptCountry: Ireland

Background

Heineken had been leading the extra cold segment since it introduced the innovation Heineken Extra Cold product in 2006. Maintaining this lead was no mean feat for the brand with competitors copycatting their campaign advances. This was met with the increasing difficulty of achieving standout at the point of purchase, and brands constantly looking to 'first to market' ideas for each new campaign.

The research showed that 33% of consumers are still undecided on...

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