Engaging with urban influencers in a way that strengthens Heineken’s super-premium positioning in Finland. Finding an effective way to expand the geographic reach in Finland. Simply put, to make Heineken the premium choice of hipsters in small towns around Finland.

We sold 20,000 bottles of beer at a premium price. We also gave out a significant amount of free beers to invited guests. So, there were direct sales results and most importantly, we reached a big proportion of urban influencers in one of the smallest populations in Europe. In their minds Heineken is now in the same group of brands with Mark Jacobs and Comme des Garcons. The main newspaper of each city wrote about the concept. The PR effect in local media was way beyond the media budget of Heineken in Finland.

A multi-disciplinary team was put together: a high-end fashion store, the leading hipster radio station, a renowned architect, the runner of the hottest clubs in Helsinki, a media agency and an event marketing agency. The idea was to build a dream team for the project and we made it. These brands and clubs by these guys were available for the first time in 4 of the 5 cities.

Engaging with urban influencers in a way that strengthens Heineken’s super-premium positioning in Finland. Finding an effective way to expand the geographic reach in Finland. Simply put, to make Heineken the premium choice of hipsters in small towns around Finland.