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Heineken Served Extra Cold - Unique beer experience below 0CBucharest, 08 July 2008
Heineken Romania officially announces the start of the “Heineken Served Extra cold” new campaign, promising a one-of-a-kind surprise this year.
The Heineken Served Extra Cold is a highly innovative experience of the Heineken beer. The campaign concept was created especially for the Heineken audiences, sophisticated, original, authentic, confident, witty, innovative, consumers that are in search for new experiences of enjoying a Heineken beer during the hot summer. The big surprise of this year-edition of “Heineken served Extra Cold” is the Ice bar on wheels, a redesigned truck that offers an unforgettable beer and brand experience of Heineken served Extra Cold enabling consumers to genuinely live the Heineken served Extra Cold experience with all their senses, combining visual, tactile and sound in the surprising environment of -8C!
The Heineken Ice bar on wheels is traveling all over the world, starting from Amsterdam and passing through Germany, Greece, Poland, Spain and other countries to more than 20 cities around Europe. In each of these cities, the truck unfolds to be transformed into an unforgettable experience: consumers are to be taken through different cooling down phases until they reach ‘Extra Cold’ at -8C.
The Heineken Ice bar on wheels will tour Romania during August: Constanta, Cluj, Timisoara and Bucharest. More information will follow soon.
“It is clear that especially during hot summer consumers prefer their beer served extra cold. Heineken through its sub zero fridges and frozen columns provides consumers with the same Heineken beer but a new longer lasting and genuinely refreshing cold experience. But that didn’t seem enough for Heineken. We wanted to really surprise our consumers in a way only Heineken could do it. We invented the Ice bar on wheels, enabling our target group to feel what it is like to experience the refreshing taste of Heineken Served Extra Cold in a very special and unexpected environment during hot summer” says Edwin Botterman, President & CEO Heineken Romania.
The integrated campaign that has already started with the “Ice” TVC and will continue with the “Pain Barrier” TVC will be unfolding during summer on the following channels: TV, Radio, outdoor, print and online. The advertising will be sustained by PR and BTL components.
Heineken is part of Heineken Romania, with Zipfer, Gösser, Schlossgold, Silva, Ciuc, Golden Brau, Bucegi, Gambrinus, Harghita, Haţegana.
Contact person: Andreea Leonte, tel: 0212323727, andreea_leonte@mccannpr.ro
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