Case Study: Heineken boosts brand trial and conversions with Because Experiential Marketing

Heineken - Customer Case Study

Heineken partnered with Because Experiential Marketing to help 18–34 year-old consumers choose Heineken brands more often in a competitive lager and cider market. The challenge also included complying with alcohol sampling regulations while creating high-engagement campaigns that would attract the target audience.

Because Experiential Marketing delivered multi-brand trial and sampling campaigns across festivals, bars, supermarkets, and impulse stores, helping consumers try Heineken products in the right setting and with the right serve. Over 12 years, the vendor delivered 13.1 million face-to-face personal trials, generated 78 million word-of-mouth impressions, and achieved an average 33% conversion to purchase at retail.

Heineken