Heineken MY quenches consumers' thirst for fun with cider activation

Heineken Malaysia wants consumers to "Fox It!" and have fun this year, amidst social distancing measures and lockdowns. In celebration of the annual apple harvest season, Heineken's Apple Fox Cider has launched a platform where consumers can scan the fox on the bottle to reveal a full-fledged cider factory, complete with a number of cheeky foxes running the show.

Consumers also have the option of enjoying the Fox Mobile right at their doorstep. Available for a limited time and within Klang Valley only, the draught truck will serve an Insta-worthy moment for consumers. Additionally, consumers get to "harvest" their own Apple Fox Cider on draught in the comfort of their homes, pouring up to 60 glasses of cider. The celebration will peak during the Apple Day weekend from 23 to 25 October, where consumers get to enjoy a free Apple Fox Cider throughout the weekend at selected outlets nationwide.

fox mobile

To further drum up hype surrounding Apple Fox Cider, the brand is handing out prizes, including one of three gold foxes worth RM6,888 each. It is also offering an exclusive Apple Fox aluminium mug when consumers purchase a limited-edition four-bottle pack of Apple Fox Cider. A+M has reached out to Heineken for additional information.

Eileen Chui, senior brand manager - ciders, Heineken Malaysia, said it is that time of the year again where it celebrates all things apples. "Apple Fox takes pride in serving great quality and taste. It all boils down to the unique process of making our ciders where each step is diligently carried out. Amazing promotions and activities are also lined up this time around for fans to just take a step back from their daily routine and have a little fun," Chui added.

Related articles:
Heineken MY sees over 50% dip in revenue as it faces pandemic headwinds
Heineken APAC’s head of digital commerce moves to VC world
Heineken drives 91% awareness via beer fridges around SG
Heineken MY taps influencers to drive home message of responsible drinking