HEINEKEN CIDER FESTIVAL
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Heineken needed Superior to produce a creative that would drive the cider category to gain a fast start to the summer, by engaging both retailers and shoppers in the category earlier than the traditional cider period. The creative had to link cider to the anticipation of summer and refreshment and be flexible for other call to actions (e.g. Beer and Cider Festival). Creative and comms had to clearly call out refreshment, look premium, be bright and eye catching. It needed to have a strong consumer and retailer message that captures why they should drink and why they should invest in cider.
We created the core imagery, consisting of participating brand packs sat in a summery landscape drenched in the glow of a fizzy cider apple sun! We generated all artwork, campaign-managed and produced all of the marketing collateral. Materials produced for the full POS deck included posters, wobblers, stickers, stack cards, aisle fins, a retail kit box, FSDU, pallet wrap and header. We also produced a category presenter for the Heineken sales teams and retailer facing advertising.
Items were called off for despatch by the individual Heineken representatives through the Heineken on line ordering system which is directly linked in to the Superior fulfilment operation. Allowing seamless transfer of information from ordering to despatch.