- Introduce the new Kaiser to the market through an original sampling and interactive initiative- Create a buzz for the relaunch of the brand

- The video with the action with Porchat, achieved over 210,000 views.- Besides sharing the test with friends in their own Facebook page, all consumers that participated in the sampling were tagged by the Heineken brewery fan page, also impacting its over 130,000 fans.

Kaiser's strategy to reposition itself, was use the endorsement of HEINEKEN brewery, its new manufacturer, in an attempt to inherit their credentials and reverse this quality perception situation. With the interactive refrigerator test, consumers were invited to sample the "well beered" beer produced by HEINEKEN, still unaware that it was Kaiser. That is, free from bias against the brand. In addition, the refrigerator kept a real time record; it was made available so that the impacted consumer could share the news with friends on Facebook, as well tag them on the Brewery's fan page, boosting the scope of the initiative.

The action has caused people to experience new Kaiser, even without knowing what brand it was motivated by the seal of HEINEKEN Brewery. This made the evaluations were positive about the net, helping to break the barrier pro release, which occurred 48 hours later.