Heineken’s CoolerPack returns for summer
18-pack to be featured on national TV throughout season
Heineken, a brand of White Plains, N.Y.-based Heineken USA, is bringing back the CoolerPack, an engineered 18-pack cardboard packaging innovation that allows consumers to chill their Heineken by removing the top of the case and adding ice.
Designed to pop open the top, fill the pack with ice, and enjoy a cold Heineken, the CoolerPack will keep consumers cool in the heat all summer long, driving incremental sales and profits for retailers who stock and display the innovative item, the company says. The CoolerPack will be available in stores starting May 1.
“Heineken is simplifying summer by bringing back the CoolerPack,” said Katharine Preville, Heineken brand manager at Heineken USA, in a statement. “Already filled with beer, consumers just need to add ice to this 18-pack and start enjoying cold Heineken.”
“Fresh off being awarded [the] 2018 ‘Product of the Year’ for innovation in the beer category, Heineken 18-pack bottles are outpacing the category 18-packs by four points,” Preville continued, citing Nielsen FDCM+ 52 weeks ending July 15, 2017. “We are excited to be bringing this innovative pack to retailers and beer drinkers for on-the-go drinking occasions and just in time for summer.”
Heineken POS, including tuck cards, standees, and display toppers, will drive awareness of the innovative CoolerPack to maximize shopper conversion and basket rings. In addition, the CoolerPack will be featured on national TV throughout the summer-selling season. With display presence in high traffic areas of the store, retailers will be able to drive trail of the CoolerPack, which can maximize volume and profit by cross-merchandising with ice for convenience shopping, the company says.