The leading premium beer brand, Heineken Lao teams up with Wunderman Thompson for their latest campaign to promote safer dining celebrations.
Heineken Lao is a premium beer brand in Laos and has established itself as a strong contender in the Laotian market by constantly providing Laotians with new experiences.
Lao New Year is one of their most important celebrations and as they approach the festival, the year-end celebrations have restrictions due to the COVID which is still at its peak there.
Through the collaboration, they aim to deliver a fresh and safe festive celebration and experience at home by launching its special grilling pan; the Star Grill Pan.
They are encouraging consumers to drink responsibly and stay at home by giving them a festive experience at home through what they call the Heineken Star Festive BBQ.
The initiative focuses on bringing people together responsibly while promoting sales and growth for the brand during the COVID time.
In Laos, “Mu Kra Tah”, or grilled pork is a national culture, where a shared grill pan is served with fresh, tasty beer.
Laotians enjoy grilled food on a pan so much that they eat it up 2-3 times a week, especially during COVID.
It becomes a social gathering of friends and family, especially during the end of the year as Laotians gear up for year-end celebrations.
The companies discovered that “Mu Kra Tah” is the true symbol of celebration based on the insight and research, and so a new Heineken experience was formed, to capture the festive season.
The Heineken Star Festive BBQ is a specially designed pan by Heineken Lao to provide a Star experience when enjoying grilled food at home.
The “Star Grill Pan” is a Heineken signature star-shaped pan that is precisely designed to evenly distribute the heat throughout the pan.
The product is intended for 5 people, with each individual having their own “star” corner to separate grilling and promote limiting celebration size in a fun and creative manner.
The grilled pan comes pre-loaded with premium imported meat, organic vegetables, and of course, an extra cold Heineken carton, making the experience even more delicious and unique.
Early in December 2021, the campaign was launched nationwide and online, with a significant KOL and influencer outreach.
Despite the closing of on-trade stores, this campaign exceeded its intended targets, selling over 270k cartons during that time period alone.
Due to positive feedback and participation from consumers, the Star Festive BBQ was sold out, and an additional 50% more stock was given away.
The Marketing Director of Heineken Lao, Fahmi Rajendra stated, “Despite the pandemic, our goal has never changed – to stay connected with our consumers, providing them new refreshing experience through initiatives.”
The challenge was to find a secure means to connect people in a really fun and engaging way.
They launched The Heineken Star Festive BBQ to provide their loyal local customers with the opportunity to enjoy “Mu Kra Tah” while enjoying ice-cold Heineken.