Heineken: Sleek music in a can

Heineken, a beer brand, launched the Music in a Can campaign in Vietnam to promote its 'Sleek' cans.

Campaign details

Brand: HeinekenLead Agency: Leo Burnett VietnamRegion: APAC

Strategy

Objective

Background

In 2016, Heineken introduced a 330ml Sleek can (tall and skinny) with the ambition of conveying a more premium image for consumers who seek for a more sophisticated drinking experience. It was a soft launch with minimum media support. While the Sleek cans were highly distributed, the Regular can still dominated volumes and on-shelf presence. Meanwhile, the brand's premium and youth driven attributes continued to slide. It has started to lose its 'coolness' appeal amongst young Vietnamese drinkers while being perceived as a...

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