During these last months, Heineken has launched in Spain the innovative product ‘The Sub’.
It is the result of the alliance of Heineken and Krups with the objective of offering the consumer an exclusive experience: enjoying a draft beer at home.
The process is very easy, The TORP (the 2 liter barrel) is inserted into the machine and through a signal warns us when beer is at the ideal temperature for consumption.
To develop the concept, manufacture and assembly of the exhibitors and spaces to promote THE SUB at points of sale, Heineken has trusted in HMY Yudigar´s POP division once again.
The challenge consisted on transmitting the exact product positioning, offering a different and exclusive experience on the point of sale. The launching concept developed by Heineken and HMY Yudigar has achieved : – A great impact and notoriety. – Strengthen brand equity. – Boost product testing. – Transmit the THE SUB new lifestyle.
This project has taken place in Carrefour and El Corte Ingles hypermarkets with several different formats: headboard, corner and islands of different sizes.