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.
Draught beer category
Bring draught quality at home
The challenge
Design an instore event around Heineken home draught experience.
The Brand Idea
Immerse the consumers in a welcoming cocoon during their shopper journey (setting, furniture, lighting, materials), while promoting the quality of a professional draught beer through claims and visuals (« The draught beer as if you were at the bar »).
The result
A 10m2 sales area and a POS toolkit that contribute, by their homey feel, to create an efficient contrast with the hectic and busy atmosphere in the stores.
