Heineken Silver launches in Australia with new campaign via LePub – part of Publicis Groupe 

Heineken has unveiled its biggest launch since its Heineken 0.0; Heineken Silver has now arrived on Australian shelves with an accompanying campaign created by Le Pub – part of Publicis Groupe.

Dubbed ‘the smoothest beer in Australia’, Heineken Silver is set to revolutionise the drinking experience for beer enthusiasts across the nation.

Heineken Silver offers an exceptionally smooth taste, crafted to appeal for those that find beer too bitter, of which a high percentage are Millennials and Gen Z. Heineken’s expert brewers have achieved an impressive reduction in bitterness, with Heineken Silver standing at only 5 IBUs on the bitterness scale, compared to the 19 of Heineken Original, which is the global standard measurement of bitterness for beer. Heineken Silver is also 99% carb free to address the increasing health and wellbeing trends in Australia.

Says Dino Bozzone, country manager, Heineken: “We are thrilled to introduce Heineken Silver to the Australian market. This launch marks a significant milestone in our ongoing commitment to innovation and quality. Heineken Silver is a testament to our dedication to crafting beers that meet the evolving preferences of our consumers and driving category growth for our customers. This remarkable smoothness makes Heineken Silver the perfect choice for those seeking a more refined beer experience without sacrificing the rich, refreshing taste Heineken is known for.”

To support this major launch, Heineken is investing $6.5 million in media value in a comprehensive marketing campaign designed to ensure Heineken Silver’s smooth taste is unmissable across Australia. The campaign will include a TVC that will run across YouTube & BVOD, impactful out of home, digital & social developed, in-store BTL and a large sampling campaign with more exciting things to come later this summer.

Heineken Silver’s arrival in Australia comes off the back of a strong year for the Heineken brand. The Heineken trademark grew +2.4% (volume) in the MAT to June 2024 against the backdrop of a declining beer category (-3.1%) and declining premium international segment (-6.7%) (Iri Total Defined Market – Measured Retail).

For more information head to https://www.heineken.com/global/en/home. Available at all good beer stockists from August 5th 2024 (RRP: $56).

ATL (tvc & digital): LePub – part of Publicis Groupe
BTL: PMG
Media: UM
PR: Maven PR
Sampling & Brand Stunt: Saatchi & Saatchi (part of Publicis Groupe) & Momentum