Heineken has today announced the launch of its biggest local marketing campaign for Heineken 3 since the brand entered the Australian market in 2016.
It comes following a successful debut year which has seen the brand capture significant market share of the premium international mid-strength category, as well as attracting new drinkers to the premium mid-strength beer category with its award-winning taste proposition.
The integrated three month multi-channel campaign will roll out through TV, radio, outdoor, PR, social media, experiential and in-store Activations. Its central focus is to continue driving trial and educating consumers on the ideal occasions to enjoy Heineken 3 while also showcasing the product’s key attributes – lower calories, lower carbs and an award-winning great taste.
Supporting this, Heineken 3 will also engage a selection of influencers over the coming months to take part in the campaign. Their role will be to bring to life the occasions where Heineken 3 is the ideal drink and showcase them to their audiences.
In addition to current mid-strength beer drinkers, Heineken is aiming to bring new consumers into the beer category through the lens of key occasions, ones where consumers are looking for an easy drinking, lower calorie and lower carb alcoholic beverage. Heineken has identified changes in consumer behaviours in line with health and wellbeing trends and recognises opportunities for Heineken 3 to complement Australians’ modern and active lifestyles.
Nada Steel, marketing manager at Heineken Lion Australia, said: “Heineken 3 has reached its highest penetration ever and captured a 31 per cent market share* which has exceeded our expectations. We have also seen our awareness level hit more than 21 per cent, which is great for a product that has only been in the Australian market for 12 months.”
As part of the campaign, three Heineken 3 branded vehicles and a dedicated street team will appear at relevant Heineken 3 events, driving trial through impactful sampling activity. There will be a number of other national sampling activities which will give consumers the chance to try Heineken 3 free or at a promotional summer price.
Heineken 3’s first FTA TV ad aired on Sunday, September 17. This will be complemented by a radio partnership with the Southern Cross Austereo network to reach Heineken 3’s target audience. Out-of-home activity will build further scale to the campaign with impactful activations planned in strategic locations to increase brand awareness and target drinkers in the right places at the right time.
Heineken 3 will also partner with on-premise venues and off-premise stores across Australia in the coming warmer months with increased visibility to drive trial and purchase consideration. As part of its on-premise activity, Heineken will activate a number of special events with partners to provide consumers with the best experience to enjoy Heineken 3. F
“We recognised trends around health-conscious consumers and offering a choice that complements their lifestyle,” Steel said. “We want to reach new drinkers to demonstrate how consumers can enjoy Heineken® 3 in the right way, at the right time including those spontaneous moments. Communicating these occasions is a key part of our marketing strategy and we have some ambitious plans to drive trial.”
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