UK: Heineken embarks on DraughtKeg campaign

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Heineken UK is embarking on a marketing campaign for its five litre Heineken DraughtKeg during the summer months.

The activity is launching with a new "Start Living your Life with a Continental Head" website and a new consumer press advertising campaign to highlight opportunities and occasions where "having a Heineken DraughtKeg in the fridge would be ideal".

A series of consumer press ads will appear in newspapers such as The Times, Guardian and Independent, as well as men's titles including GQ, FHM and Esquire during June, July and August.

The different executions will be linked to events such as key matches during Euro 2008, the arrival of a "spell of hot weather heralding the start of the BBQ season", and  "mates coming around and whiling away long summer evenings". 

Heineken UK is also driving awareness for the DraughtKeg and the brand's "Get the Head Right and the Rest Will Follow" advertising campaign through a new website. 

Throughout June, the new pack format will also be featured in a series of escalator digital panels at London tube stations.  Each panel will show an animated ten second ad sequence featuring the three steps (chill, pour, enjoy) to get a "perfect pint of draught quality Heineken".

"We want to get Heineken DraughtKeg top of people's minds when they are organising social get-togethers whether it's a picnic at Goodwood or the Henley Royal Regatta," said Chris Duffy, Heineken UK's customer marketing controller. "In addition to the website which will provide a continuous reminder of key DraughtKeg dates in the calendar, we'll be running a tactical press ad campaign during the summer which will see bespoke DraughtKeg ads appearing when temperatures start soaring or footie is on the box."

Heineken DraughtKeg is a stand-alone draught beer system that allows consumers to enjoy draught lager dispensed directly from the keg. Each five litre keg delivers an average of 17 half-pint glasses of the continental draught beer and retails at between £14.19 (US$21.99) and £14.29. Each outer contains 2 x 5-litre kegs.

Sectors: Beer & cider

Companies: Heineken

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