Iris > Case Studies > Heineken's Innovative IoT Approach: The Star Trail Bottle Launch

Heineken's Innovative IoT Approach: The Star Trail Bottle Launch

Technology Category

Sensors - Environmental Sensors
Sensors - Optical Sensors

Applicable Functions

Sales & Marketing

Use Cases

Smart Lighting

About The Customer

Heineken is a globally recognized beer brand, known for its innovative marketing strategies and high-quality products. The company is constantly seeking ways to expand its market reach and appeal to new demographics. In this case, Heineken was targeting style-conscious males aged 18-35, aiming to become the alcoholic beverage of choice in bars and nightclubs around the world. The company wanted to launch a new product that would not only drive awareness and trial but also maintain a standout presence within this elite audience.

The Challenge

Heineken, a globally recognized beer brand, was looking to penetrate new distribution channels and access a more premium market. The company aimed to launch a new product that would not only drive awareness and trial but also maintain a standout presence within an elite audience, specifically style-conscious males aged 18-35. The challenge was to introduce a new brand idea that would become the alcoholic beverage of choice in bars and nightclubs around the world. The company needed a unique and innovative approach to capture the attention of this target audience and ensure the successful launch of the new product.

The Solution

Heineken decided to 'Light up the Night' with the world's first UV reactive bottle, the Heineken Star Trail (STR) bottle. The minimalist designed aluminium bottle comes to life under UV light, revealing the Heineken Star Trail and lighting up the bar at the point of purchase. To engage and educate the on-trade prior to its launch, the STR bottle was distributed in a bespoke premium capsule to Heineken ambassadors across the globe. Once the attention of local markets was secured, Heineken gained advocacy from bar and nightclub managers and their staff by educating them with 3 stage sales and activation toolkits. These toolkits included point of sale items, consumer promotions, and event inspiration. Celebrative events were used to bring the target audience together in a social environment and promote trial within venues in which they would make future purchases.

Operational Impact

The launch of the Heineken Star Trail bottle was a resounding success. The innovative UV reactive bottle design captured the attention of the target audience and lit up bars and nightclubs around the world. The use of celebrative events and sales and activation toolkits effectively engaged and educated bar and nightclub managers and their staff, driving advocacy for the new product. The STR bottle not only drove awareness and trial but also maintained a standout presence within the elite audience of style-conscious males aged 18-35. The launch strategy turned an ordinary bottle launch into a great one, bringing the product to life in a tangible and relevant way for the target audience.

Quantitative Benefit

The STR bottle was taken up by over 40 markets, achieving over 300% of the target.
There was a 32% increase in volume for that period in SGP.
The STR bottle won a Cannes Lion for its beautiful design.