When you’re Australia’s 4th most adored beer brand but ranked 14th in terms of volume it’s time to reconnect. Overall beer sales were in decline and our premium image spiralling downwards.
Our target market of experience-loving, image-conscious extroverts “David”, were turning to other brands and drinks they perceived as more premium
We saw an opportunity to remind David of our premium virtues by hosting our local platform ‘Heineken Saturday’ at the F1
But we didn’t want to give our tickets away as David would continue to take us for granted.