BEER GLOSS

Credits & Description:

Type of entry: Product & Service
Category: Alcoholic and Non-Alcoholic Drinks
Advertiser: HEINEKEN ITALIA
Product/Service: BEER
Agency: JWT ITALIA Milan, ITALY
Executive Creative Director: Pietro Maestri (JWT Italia)
Creative Director: Bruno Bertelli (JWT Italia)
Creative Director: Cristiana Boccassini (JWT Italia)
Art Director: Vito La Brocca (JWT Italia)
Copywriter: Elisa Binda (JWT Italia)
Art Director: Andrea Farina (JWT Italia)
Account Manager: Giada Salerno (JWT Italia)
Web Designer: Anderson Schimuneck (H-art)
Content Manager: Leonardo Piras (H-art)
Project Manager: Anna Zuanetti (H-art)
Describe the brief from the client:
The objective of Heineken Valentine’s day is to transform this frightening date, impossible to avoid and not made for beer drinkers, into an occasion to meet its consumers in an entertaining way.
Describe how the promotion developed from concept to implementation:
Valentine’s day is a date without friends and beer: guys are forced to go out with girlfriends, have a romantic dinner drinking wine and champagne (everything but the beer) and buy useless gifts. To transform Valentine’s day in a beer day and makes happy our consumers, we created and launched the Beer gloss, the first beer flavoured lip gloss. In this way we offered beer drinkers an entertaining brand experience for Valentine's day: a real long delightful beer taste on the mouth.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Beer Gloss was sold out in two weeks and in a few days the news about this product turns all over the world through social network, blogs and forums. The Beer Gloss excited 14 million people on the web. On February 14th more than 15.000 beer glosses were offered in pubs, universities and stores.
Explain why the method of promotion was most relevant to the product or service:
We launched the Beer gloss through a communication campaign (video on the web-press and outdoor, banner) with two objectives: 1) sale the product online, on the site ayswuvalentine.com; 2) distribute it in all the places where the target use to be (pubs, universities, restaurants) to give them an entertaining brand experience. In this way in a short period the Beer Gloss became for the guys the perfect gift for Valentine’s day.