We gathered insights from consumers, from this it became clear that technology would play a vital part in our approach.We asked our customers for their opinions on Heineken Served Extra Cold to refine our thinking. We then integrated this feedback into our strategy. Heineken Served Extra Cold was built on the insight that consumers want the guarantee of a cold beer, with its success being reinforced by strong visibility and excellent execution. Heineken's customers are looking for ways to differentiate their offering in a premium way to attract consumers and this campaign sought to bring a solution that solved the issues for both segments.

Heineken sales teams personally presented and sold in the units to accounts nationwide. In-bar screens directed our targets attention to the units. Images and video were showcased through social.

Heineken then created a ‘below bar’ piece of visibility to an ‘above bar’ placement, using innovative technology to gain that key point of positioning. Introducing The Heineken DAMOC cooler.

A bespoke animation for Served Extra Cold was created, highlighting the cold credentials and showcasing a refreshing pint of Heineken. This was interchanged with personalised content for each account which would rotate between brand messaging to ensure stand out. Inside, the sub-zero glasses and Heineken bottles were ready for the perfect serve.

A project developed and conceived in Ireland that delivers a fun and exciting new marketing solution at the POP. A first to market win for Heineken Ireland as well as being solution that is commercially proven:

Innovation amongst males 18-24yrs grew from 28% in 2013 to 36% in 2014.

Almost three times higher than the 3% target!

The DAMOC units have succeeded in driving growth. Within ‘Extra Cold’ outlets Heineken saw an increase in volume of 9%. Doubling the 5% target.

120 fridges were installed with a placement rate of 83% and due to the success of the campaign Heineken Ireland are investing in another 200 units.

Continuing strong customer collaborations, 60% of installations were placed above counter.

Delivering a return of investment of €2.21 and applauded as revolutionary across the business, Heineken Global are currently reviewing for roll out across the European Market. It is the first proposition within the business that allows Heineken to own the communication platform.

‘Heineken Ireland are delighted to be at the forefront in using this amazing new technology as it represents our dedication to innovation, ensuring we are always offering our customer’s and consumers new and more exciting ways to serve and experience our brands’.

Peter Murphy, Heineken On-Trade Category Manager