Special PR invites Kiwis to let genetics decide in launch campaign for Heineken Silver

AUCKLAND, Tuesday: To mark the NZ launch of its new smooth-tasting beer, Heineken has joined forces with Auckland Uni geneticist Professor Andrew Shelling to develop a taste kit that allows beer enthusiasts to understand the science behind their flavour preferences.

DB Breweries’ Cormac van den Hoofdakker said: The Heineken Choice taste kits are able to detect testers’ sensitivity to strong flavours using a PTC test.

“Those who can detect flavour when doing the test will likely prefer the surprising smoothness of Heineken Silver, whereas those who taste nothing may prefer the profile of Heineken Original.

“Hundreds of the kits will be available free of charge at selected bars around Auckland, allowing the public to explore their 10,000 taste buds and determine which beer flavour is right for them.

“Heineken Silver has been designed to specifically appeal to a new generation of beer drinkers who prefer smooth, low-carb beer. The extra refreshing lager is brewed at a chilled –1°C, resulting in a less bitter taste and a crisp, smooth and subtle finish.”

The campaign was conceived and executed by Special PR, with The Heineken Choice taste kits making their way to media and influencers around the country.

“Those who detect flavour when doing the test will likely prefer the surprising smoothness of Heineken Silver.”

Natasha D’Souza, senior PR director at Special PR, said: “We saw this as a unique way to build awareness around the Heineken portfolio while also provoking conversation and debate and ultimately encouraging trial.

“We know Kiwis love trying new brews, and this is a fun way to scientifically test which flavour they might prefer. Why not give it a shot?”

The launch of Heineken Silver expands the brand’s offerings by bringing an easy-to-drink beverage to those who don’t usually consider beer their go-to alcoholic drink of choice.

“And with the rise in popularity of low-carb beer – which has grown 22% over the past year alone – the new product will be welcomed with open hands.

Cormac van den Hoofdakker: “Heineken is a beer for everyone:  Heineken Silver is crafted to meet the needs of a new generation of beer drinkers with a lower-carb, lower-calorie recipe, and we love this clever way of getting people to explore their taste palate.

“The Heineken Choice can unlock the secret to your favourite flavours and help you discern – is bitter better or do you approve of smooth?”

CREDITS

Client: Heineken
Senior Marketing Manager: Cormac van den Hoofdakker
Brand Manager: Lauren Parker-Cordon
External Communications Manager: Natasha MacKenzie
Trade Marketing Manager: Billie Yelcich

Agency: Special PR
Special PR GM: Kelly Grindle
Senior PR Director: Natasha D’Souza
Executive Creative Director: Stu Mallarkey
Creative Lead: Kat Day
PR Director: Natalie Chandler
Senior PR Manager: Sophie Harsent
Studio & System Manager: Gavin Le Claire

Packaging & Design: Think Packaging
Cardboard Engineer: Blair McGowan
Cardboard Engineer: Mat Bogust

About Heineken
Heineken is global has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We employ 85,000 people and operate breweries, malteries, cider plants and other production facilities in more than 70 countries.

• theHEINEKENcompany.com