Become a cultural leader in the beer category
Working alongside Heineken since 2008, Blackandgold has undertaken a double role. First as a “brand guardian”, ensuring visual coherence between the brand’s statements whether in terms of packaging, in-store communication, or sports and music partnerships.
At the same time, as a “brand challenger”, proactively inspiring the brand’s activation and innovation strategies in line with its ambition to establish undisputed cultural leadership over the beer industry.
THE SUB – an innovation in home-draught beer
Create a 360° marketing campaign
The Challenge
Create a product launch in a way that is both awe-inspiring and educational.
Our Brand Idea
Build on the metaphor of a submarine and its ‘torpedoes’ as the creative force in point-of-sales transactions, all while offering educational resources through a variety of digital media to help customers understand the home-draught beer product.
The Result
A record-grossing product listing (specialised distribution and retail outlets) and a successful live set-up of the Sub Room, a fun and innovative party space that allowed customers to further interact with the brand.
CITIES
Promoting the brand history and stories
The Challenge
Reinterpret the limited international series “Cities”, complying with the legal constraints of the French market.
Our Brand Idea
Mix personal and historical narratives, using factual elements from Heineken’s history, to capture the storytelling of cities, with the key being an appealing and contemporary visual identity.
The Result
A powerful impact in sales outlets, thanks in part to a redesign of the Heineken beverage coaster.
