It's Your Call
Campaign details
Brand: Heineken IrelandAgency: guns or knivesCountry: Ireland
Background
Heineken was the number 1 selling premium draught lager in the on trade but draught volume was starting to decline and value lagers were continuing to grow in market share along with craft beers.
Heineken was the number 2 lager in the off trade with consumer dwell time in store becoming low and decreasing.
The main competitors were Carlsberg and Guinness. Carlsberg was growing in sales and presence in supermarket & convenience stores. Guinness had a strong target association with rugby; title...