Dry January – Heineken
Indicia Worldwide are an Intelligence Led marketing communications agency and Global Partner to Heineken.
Our Client tasked The Printed Image with producing a presentation box for their Heineken 0.0% Dry January Campaign. The packaging was to hold cans of Heineken 0.0%, an alcohol-free beer.
The team at The Printed Image were very excited to be a part of this Heineken 0.0% Dry January campaign.
According to a recent Behaviour & Attitudes Dry January research study found that one in four Irish adults are likely to participate in Dry January in 2021 — unsurprising, considering that health and wellbeing has become more of a priority for Irish adults following 2020.
Our Client wanted to create a Heineken 0.0% pack to coincide with this.
Our Client supplied their original Keyline with a clever design that was reminiscent of an advent calendar.
The initial request was for a foam insert, but after some advice from the our experienced in-house Structural Team team a bespoke cardboard product retainer was developed, printed on FSC approved, fully recyclable cardboard. This material was also more cost effective.
This special pack included 31 cans of non-alcoholic lager, one for each day of the month. Consumers were encouraged to enjoy one alcohol free beer every day, providing Irish consumers with the choice to moderate their drinking habits, without compromising on quality.
The body of the packaging was made from E flute and the product retainers were manufactured using a heavy duty EB flute. This ensured that the packaging was strong enough to support the weight of the 31 cans. This was weight tested before going into production.
The Structural Team sourced heavy duty handles that were inserted into the top of the box. This transformed the pack into a carry case.
Our team then produced a white sample for our client before sending to print. To ensure our Client was satisfied with the structure and mechanics of the packaging.
As our Clients artwork contained large solid blocks of colour and graduated tints, we printed this package on Large Format to guarantee high quality images and sharp text. It is also an ideal format of printing when large quantities are needed as it is far more cost effective.
As soon as the material was dry the project moved to our finishing team. Each box was die-cut, glued and fitted with the secure handles.
As soon as the packages were assembled this project moved to our kitting team. Our Client supplied the product contents that needed to be included in the pack. Our kitting team then carefully inserted 31 cans of Heineken 0.0% into each pack.
Our Client’s campaign was very successful. The Dry January Packs were sent to several influencers and the campaign received great media coverage. It was a very clever way to generate new business and promote their product.
The great advantage of a branded advent calendar is the awareness it can offer your business. Advent calendars offer an unbeatable opportunity to get your logo into the hands of consumers every single day for a month.