Heineken has partnered with UM and Maven PR to launch Heineken Silver on Australian shelves.
Heineken Silver offers an exceptionally smooth taste, crafted to appeal to those who find beer too bitter. The alcoholic beverage stands at only 5 IBUs on the bitterness scale, compared to the 19 of Heineken Original, which is the global standard measurement of bitterness for beer.
Heineken Silver is also 99% carb free to address the increasing health and wellbeing trends in Australia.
Dino Bozzone, Heineken country manager, said: “We are thrilled to introduce Heineken Silver to the Australian market.”
“This launch marks a significant milestone in our ongoing commitment to innovation and quality. Heineken Silver is a testament to our dedication to crafting beers that meet the evolving preferences of our consumers and driving category growth for our customers.
“This remarkable smoothness makes Heineken Silver the perfect choice for those seeking a more refined beer experience without sacrificing the rich, refreshing taste Heineken is known for,” Bozzone added.
To support this major launch, the Dutch multinational brewing company has invested $6.5 million in media value in a comprehensive marketing campaign designed to ensure Heineken Silver’s smooth taste is unmissable across Australia.
The campaign will include a TVC that will run across YouTube & BVOD, impactful out of home, digital & social developed, in-store BTL and a large sampling campaign with more exciting things to come later this summer.
The arrival of new beer range on Australian shelves comes off the back of a strong year for the brand. According to the Dutch multinational brewing company, the Heineken trademark grew +2.4% (volume) in the MAT to June 2024 against the backdrop of a declining beer category (-3.1%) and declining premium international segment (-6.7%) (Iri Total Defined Market – Measured Retail).
Agencies:
ATL (tvc & digital): LePub – part of Publicis Groupe
BTL: PMG
Media: UM
PR: Maven PR
Sampling & Brand Stunt: Saatchi & Saatchi (part of Publicis Groupe) & Momentum