Heineken USA is definitely creating a buzz around its newest market introduction to its beer product line with innovative, one-of-a-kind packaging called the Heineken DraughtKeg.
Heineken's DraughtKeg uses a patented Intelligent Pressure System (i.e., CO2 system) and a lightweight steel keg to hold 5-liters of Heineken beer. If that's not enough of a packaging differentiator, the DraughtKeg goes a step further by keeping the beer inside fresh up to 30 days after it's first tapped. And unlike party balls (a lightweight, smaller solution to traditional kegs that has been around for a long time), Heineken's DraughtKeg is a completely self-contained unit. All tap parts are included for added convenience.
According to AdWeek, the launch of Heineken's DraughtKeg will be supported through television ads, a website, print, radio, out-of-home and event marketing, which will initially run in two bursts -- first through Labor Day and again beginning January (sounds like perfect timing for SuperBowl parties).
While I think the ad campaign leaves much to be desired, I think the product innovation of the Heineken DraughtKeg will be a winner. What do you think?
i recieved a heineken green promotion on my e-mail stating i won 1,000,000,000. my REFERENCE NUMBER AND BATCH number were included. is this a hoax/????
Posted by: Anonymous | November 24, 2007 11:56 AM | Permalink to Comment