Iris
Case Studies
Heineken's Innovative IoT Approach: The Star Trail Bottle Launch
Overview
Heineken's Innovative IoT Approach: The Star Trail Bottle LaunchIris |
Sensors - Environmental Sensors Sensors - Optical Sensors | |
Sales & Marketing | |
Smart Lighting | |
Operational Impact
The launch of the Heineken Star Trail bottle was a resounding success. The innovative UV reactive bottle design captured the attention of the target audience and lit up bars and nightclubs around the world. The use of celebrative events and sales and activation toolkits effectively engaged and educated bar and nightclub managers and their staff, driving advocacy for the new product. The STR bottle not only drove awareness and trial but also maintained a standout presence within the elite audience of style-conscious males aged 18-35. The launch strategy turned an ordinary bottle launch into a great one, bringing the product to life in a tangible and relevant way for the target audience. | |
Quantitative Benefit
The STR bottle was taken up by over 40 markets, achieving over 300% of the target. | |
There was a 32% increase in volume for that period in SGP. | |
The STR bottle won a Cannes Lion for its beautiful design. | |