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 to achieve objectives.

The challenge in 2010 was to develop an engaging experiential on-trade consumer connection to create awareness and drive trial of the Paulaner Bottle with a small budget, ultimately making Paulaner the weissbier brand of choice for its target market of young professional men.