Heineken: The Paulaner Pour
Agency name: Ground 4D Client name: Heineken Ireland Category: Event Marketing
BACKGROUND
Paulaner is an authentic Bavarian-style wheat beer, crafted in Munich since 1634. Specially produced top-fermented yeast is what gives it its unmistakable character. Paulaner is Germany's best-selling weissbier, and has been available in Ireland since 2006 in bottle and draught formats.
Paulaner operates on a limited budget in Ireland against its market-leading competitor, Erdinger. For a challenger brand in the competitive on-trade beer category, it was essential that Paulaner punced above its weight and used its limited budget shrewdly...