09 Apr 2008


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Spring ad campaign for Heineken DraughtKeg

Heineken

alcoholic drinks

beers lager and cider

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Source : Heineken UK
Heineken UK is supporting its newly rolled out 5-litre DraughtKeg with a high profile spring advertising burst which includes outdoor and cross track posters on the tube, digital advertising on underground escalator panels, break bumper TV advertising during Champions League games and online activity.

Heineken DraughtKeg

A national 48 and 96 sheet poster burst breaking at the beginning of April spearheads the campaign which forms part of a multi-million marketing package for the Heineken brand this year, and is being timed to follow through the roll-out of Heineken DraughtKeg to all trade customers which got underway in February.

Two new poster executions featuring the new DraughtKeg will be appearing in major cities including London, Manchester, Glasgow, Cardiff, Bristol, Sheffield, Leeds and Newcastle.

The posters will also be located on cross-track sites at a number of high footfall London underground interchange stations including Paddington, Waterloo, Euston, Charing Cross and Bank.

Both of the new executions are underpinned by the strapline “The new DraughtKeg. Get the head right and the rest will follow.”

One of the executions delivers the message “The best draught-beer delivery system since the Dray horse.” while the other advises “Instructions: Chill at home.”

During this month (April), the revolutionary pack format will also be featured in a series of escalator digital panels each showing an animated 10-second ad sequence featuring the three simple steps (chill, pour, enjoy) to get a perfect pint of draught quality Heineken.

In addition, Heineken DraughtKeg will be featured on TV screens when it is the focal point in advertising break bumpers being screened during the Champions League semi-final matches.

In the lead up to the Heineken Cup Final at the Millennium Stadium in Cardiff on May 24, Heineken UK will also be launching a number of online initiatives linked not only to rugby, but also highlighting the suitability of DraughtKeg for summer social get-togethers such as picnics and BBQs.

Chris Duffy, Heineken UK's Customer Marketing Controller, says: “We opened up availability of Heineken DraughtKeg to all retailers in February to enable them to benefit from the sales opportunities generated by forthcoming sporting events such as the Heineken Cup and the summer season.

“Now that distribution is more widely established - Tesco, Morrisons, Waitrose, Booker, NISA-Today's, Costcutter, Spar and, from this month (April), the Co-op are among the new stockists – we're spreading the word amongst consumers to drive purchase in-store.

“It's a pack which is absolutely perfect for social occasions and our spring and early summer marketing support activity will be putting the emphasis on DraughtKeg providing an ideal solution for delivering a perfect quality draught beer when mates get together to watch the rugby on TV or for people hosting or going along to BBQs or picnics.”

Heineken DraughtKeg is a unique stand-alone draught beer system that allows consumers to enjoy genuine, premium draught lager dispensed directly from the keg. Each 5-litre keg delivers an average of 17 half-pint glasses of continental draught beer.

An integrated CO2 cartridge system keeps the beer fresh and under pressure for up to 30 days once opened – a major selling point for consumers. No other take home keg has the technology which can deliver this quality guarantee which is a key point of difference between the Heineken DraughtKeg and other mini-kegs which have been on the market.

The Heineken DraughtKeg retails at between £14.19 and £14.29. Each outer contains 2 x 5-litre kegs.

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Redmond Hanlon	09 Apr 2008 15:06:23
Can the empty keg be recycled?