Heineken Export Launch: How to Smooth Talk Your Way to Success

Extension of the Heineken brand by launching a premium lager. Heineken Export had been on the market for a year, but not significantly promoted. Launched in 5 regions. TV used. Campaign focused on the heritage of the Heineken name and the idea of 'smoothness', related to good tasting. Results: successful recognition and branding. Distribution, penetration and consumption were all much higher in the advertised regions. Off-trade share increased more in advertised regions