In synergy with the party spirit of the communication line, the strategy was to invade information media and mandatory entertainment guide within the priority markets during weekends, holidays and festivities - seen as inviting moments together with family and friends.

Newspaper:- Especial format city guide with tips for weekend parties- Ads on guides with entertainment tips and weekend supplementsMagazines:- Ad with VIP bracelets suitable for partying, to be on display wherever there’s a Heineken - Ads on guides in male, life style and football magazinesInternet:- Globe Mirror: It comes with a Keg inside and an invitation to access the Radio Heineken on the Heineken site- iPhone application: It uses the Party Maker’s tool to find bars and calculate how many Heinekens your party needsPostcard with electronic music CD to liven up a party:40 thousand Postcard with CD’s distributed on the beaches

The different ways to approach and connect with the target, aligned to the differentiated and surprising communication positioning, triggered the excellent evaluation in one of the most important economy newspapers of Brazil (“Valor Econômico”), the current sales volume was six times higher than the first importation. Sales growth in Brazil, adding up all packs, was of 54% in regards to 2007 and 113% when compared to last year. The representation of the “Keg” in this result was so expressive that the innovating packs were included in the company’s fixed product portfolio.