Heineken is so confident in the taste of its recently-launched mid-strength beer, Heineken 3, that it will refund consumers who are not completely satisfied with the taste.
Heineken has identified huge growth potential among occasional beer drinkers across Australia who are looking for a more balanced lifestyle. The Heineken 3 ‘Great Taste or your Money Back Guarantee’ is designed to boost trial of the product, offering consumers guaranteed taste satisfaction or they will receive a refund on their purchase.
Heineken 3 already enables consumers to ‘Have it All’ with lower calories, lower carbohydrates and award-winning taste credentials, but now consumers can try it with nothing to lose. The product has been extremely well received in Australia since its launch in August. After just four months in market, Heineken 3 has captured 21 per cent share of the International Premium mid-strength category and grown to 53 per cent the size of the category leader Peroni Leggera.
Andrew Campbell, managing director at Heineken Lion Australia, commented: “Heineken 3 won two International Gold Medals for taste in 2016, so we knew the product was great. The feedback from Australians four months after launch has been fantastic and validated this, which is why we are so confident in the great taste that we can put our money where our mouth is. If Australians really don’t think it tastes great we will give them their money back.
“The launch of our Money Back Guarantee scheme signals the latest phase of our national marketing campaign, as we continue to build on the momentum we have gained in the past few months. Our ambition is to continue to drive trial and ‘own’ the mid-afternoon occasion and we look forward to an exciting 12 months ahead.”
To be eligible for Heineken 3’s Money Back Guarantee, consumers can buy a 6 or 12 pack of Heineken 3 between January 23 and March 4. For those that don’t like the taste of the beer, they will be able to log on to a dedicated website and tell Heineken why they don’t like it in 15 words or more. Heineken will refund money back into consumers’ bank account or to Heineken’s chosen charity partner.
