Heineken has launched an insulated pack format for its Sol lager brand to provide a ‘ready made’ cool box.
The Sol Cool Box, available now, contains 18x330ml bottles and targets shoppers attending social occasions such as barbecues and ‘big nights in’ (rsp: £14-£15).
The watertight packaging is intended to be folded and filled with ice to chill bottles for up to six hours. It would appeal to consumers seeking “innovative products”, said Craig Clarkson, category & trade marketing director for Heineken.
“The Sol Cool Box pack, with its ‘ice-cold’ innovation, is an affordable, fun and useful product that will grab their attention.”
Heineken is supporting the launch with in-store activity across the off-trade.