For the initial campaign of the new Clash’d soft drink, the first in style brewed from Brazil, the Heineken Group was inspired by nothing more, nothing less, than the product itself. Clash’d it is completely different, made with 100% natural ingredients, and aimed at the public that prefers health and sophistication. It’s not an iced tea, nor a regular soda. Hence the title of the campaign: ‘Don’t even try to explain’.
To communicate the pioneering spirit and positioning premiumthe campaign consists of four films, which detail each of the three flavors and the pack of products. A set of digital pieces, OOH, brand activations and sampling. The campaign will be presented gradually in the states of Rio de Janeiro, São Paulo, Minas Gerais and Paraná. The design and development are by the AlmapBBDO agency.
“Because it’s a completely different drink from what exists in the category, they still haven’t invented a word that can define what Clash’d is. Because he is brewed, but no alcohol. It has 100% natural ingredients, but it is not a juice. So, it was from this difficulty of explaining the product that the campaign concept was born”, explains Matheus Loretti, editor of AlmapBBDO.
Released in three different flavors which are golden apple and lemongrass mint; Sicilian lemon, strawberry and ginger; and red fruits with hibiscus, the product is available in supermarkets across the country.
For the launch of the soft drink on the market, Heineken promoted a large event, with an immersive experience, in a 1930s mansion located in the center of São Paulo, and received around 250 people who tasted the novelty, including celebrities and influencers.
Watch one of the campaign films below.
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