Heineken Doubles Down Investment on Slim Can
Heineken, the first premium import brand to offer an 8.5oz. slim can format, announces it is doubling its investment in this growing segment in 2015. Marketing support, including out-of-home advertising, traffic-stopping in-store point of sale and a new slim can 24-pack, will emphasize the can’s “Cold to the last drop. Perfect for any occasion”, consumer benefit to drive traffic and sales at retail.
“Sales of small can offerings (8.0-9.0oz.) grew more than 350% last year delivering incremental volume and profit to retailers across all channels,” said Jonathan Simpson, Director of Commercial Marketing, HEINEKEN USA. “The small can keeps the liquid colder longer and has strong appeal among Multicultural consumers looking to unwind after work or elevate their casual social gatherings. Our 8.5oz. slim can is the first premium small can format to cater to this growing and increasingly influential demographic who prefer upscale beer and Heineken to mainstream counterparts.”
Simpson added, “The Heineken 8.5oz. slim can offers retailers numerous benefits. In addition to its strong multicultural appeal, over-indexing with Hispanic and African-America consumers, Heineken’s higher repeat purchase rate versus key competitors signifies greater consumer loyalty that retailers can leverage to drive traffic to their stores and profits to their bottom line.”
Heineken 8.5 oz. slim cans will be available nationally across channels in 12 and 24-pack cases.