In a bid to raise awareness of its zero alcohol beverage, Heineken placed a “Driver’s Fridge” at prime locations around Singapore such as Orchard Road and Clarke Quay.
According to Faye Wee, marketing director of Asia Pacific Breweries Singapore, the beer fridges reached out to 350,000 members of the public and gained a whopping 91% awareness, and 59% trial. Done in collaboration with Publicis Singapore, the execution was part of a nine-month campaign between March 2019 and November 2019.
The beer fridges were designed with the same features and technology of a modern car door, and can only be opened with car keys.
Wee added that Asia Pacific Breweries Singapore needed a high impact idea to show Singapore drivers that they can enjoy a beer in moments that they never thought they could have one such as before driving.
Axel Grimald, executive creative director of Publicis Singapore, said to draw people’s attention to the Drivers’ Fridge, it incorporated features such as a rear-view mirror, and the classic car alarm sound when the fridge door is unlocked. He added that the idea is to surprise drivers by offering them a beer right before getting into their cars.
Heineken 0.0 was launched in Singapore, Malaysia, and Thailand in 2019. In March last year, Asia Pacific Breweries Singapore, in partnership with Economic Development Board, was said to be investing SG$3.8 million to install a de-alcoholiser at its brewery by the third quarter of 2019, which will allow the production of Heineken 0.0.
In an earlier statement to Marketing, Heineken said that it had spent two years of research to create the optimal recipe to launch the zero-alcohol beer. According to the beer brand, the zero alcohol beer contains 69 calories and will be released under the Heineken brand. Heineken said that it also had a six-week pilot test in Singapore late 2018. Out of the 20,000 sampled, 200 consumers bought Heineken 0.0 daily and 82% of consumers liked drinking Heineken 0.0, while 91% said they would recommend it to their friends.