Heineken
Wrapping your holiday gifts is a pain. Heineken makes it more rewarding and provides the refreshing first sip of the holidays.
For years, Heineken has been a holiday staple, thanks to its uniquely balanced taste, overall social appeal, and iconic green-and-red branding, which perfectly fits the festive season. However, the holiday beer market is more competitive than ever, with other premium lagers increasing their presence during this critical time of the year. Despite its relevance, Heineken needed to reinforce its cultural credentials as the go-to beer for the holidays.
While the holidays are filled with joy, they also come with a long list of to-dos before we can truly enjoy them. Gift wrapping is one of those seasonal pain points that takes time and effort, often tackled after a long day of shopping and commuting for loved ones. That’s why we wanted to reward people for their dedication to the season while also lightening the load of their holiday duties.
Introducing The Heineken Wrapping Bar, a place where consumers can enjoy a refreshing first sip of the season while we handle their gift wrapping needs. Our pop-up will take place in Union Station, one of Toronto’s busiest hubs, perfectly placed to catch holiday shoppers on the go. Consumers are invited to enjoy a Heineken 0.0 while our expert gift wrappers handle the work. Each gift will be wrapped in iconic Heineken coloured patterns that match the spirit of the season. As a bonus reward, attendees could enjoy the festive vibe, savour a complimentary Heineken 0.0, and even take home a bottle of Heineken or Heineken 0.0 to celebrate later.
We partnered with Publicis Sport & Entertainment, Billups and Union Station to bring this experience to life.
“Heineken is a very playful brand, often turning conventions on their heads. This holiday season, we brought that to life by turning the pain point of gift wrapping into an occasion you can enjoy over a Heineken. A chore became an occasion to get together and share a first sip.” – Vini Dalvi CCO, Publicis Canada
To enjoy this refreshing holiday pop-up, come by Union Station’s Oak Room between 1-7pm on December 18-20th and 11am to 5pm on December 21-22nd.