The brewer will launch 'Thirst', a below-the-line campaign, in September as it steps up efforts to target young drinkers aged between 18 to 28 years, said Diane Tse, Heineken brand manager, on- and off-premise, for Hong Kong and Macau.
"There are two groups of Heineken drinkers. One group is 18 to 28 and likes to experiment and experience new things, and likes to have fun with friends. The second group is more status-conscious and is about 18 to 35 years old. We targeting the first and saw more demand from it," said Tse.
'Thirst' will include an on-premise music competition featuring local talent, as well as a tie-up with convenience store chain 7-11 for off-premise promotions.
The campaign will act as a follow-up to this month's 'World Party' promotion.
According to Tse, the 'World Party' theme was used as the stage for a celebration, where the beer brand played host to hundreds of party-goers at three venues.
"We learnt from an earlier Heineken promotion - Music Horizon - that instead of using traditional print, we could get higher response through other channels, such as linking up with retailer HMV. Music is an international language and our target audience has a strong association with it, said Tse.
The World Party promotion included a 'Taste the World' lucky draw, which offered a 10-year travel package prize to consumers who purchased six cans or bottles of Heineken and mailed the bottle caps to the company.
Local entertainment magazines added media support through tie-ins with the on-premise events, and relationships with retailers, such as youth fashion brand Dmop and record shop HMV, were strengthened with incentives and premiums.
The event was also promoted through a viral email campaign sent to 5,000 consumers.
