Our challenge was to launch a new brand - Heineken Silver - a lighter, less bitter beer, targeting younger audiences (18 to 24-year olds), whose lager consumption had halved in the last seven years.

Because Heineken was struggling to still be relevant to Gen Z, the aim was for Heineken Silver to attract new, younger audiences, as a beer with a more contemporary taste profile.

The main point of difference for Silver was its extra refreshing taste, created through an ice cold lagering process at -1 degrees.

The Objective:

To become the beer brand of choice for Gen Z through a product launch that would have a halo effect on the entire Heineken brand