Heineken is pumping £1m into marketing its keg-shaped can with a dedicated commercial.
As The Grocer revealed last year (December 6 2003, p57), the brewer wants to put the 330ml SKU at the centre of its attack on the UK market.
Support for the format, which has been in limited distribution since February 2003, is increased with ads on the big and small screens showing a sports car being crushed and recycled into a Heineken can. The commercial will break at the end of the month to coincide with ads in style magazines.
Heineken’s off-trade sales director, John Ricketts, said: “We have drawn on our international scale and expertise in innovation to realise this new packaging and we have already won positive feedback from the trade.”
Instore PoS material has also been devised and includes 6ft inflatable versions of the can and free-standing display units.