Heineken relaunches CoolerPack for summer
Secondary packaging supported by national TV campaign
May 21, 2018
Heineken announced the relaunch of the CoolerPack, an engineered 18-pack cardboard packaging innovation that enables consumers to chill their beer by removing the top of the case and adding ice, bringing convenience and occasion-based purchase choice to beer drinkers everywhere, the company says. The CoolerPack will keep consumers cool in the heat all summer long, driving incremental sales and profits for retailers who stock and display the item, it adds. “Heineken is simplifying summer by bringing back the CoolerPack,” said Katharine Preville, Heineken USA’s brand manager, in a statement. “Already filled with beer, consumers just need to add ice to this 18-pack and start enjoying cold Heineken.” To drive awareness and basket rings, point-of-sale CoolerPack merchandising will include tuck cards, standees and display toppers. In addition, the CoolerPack will be featured on national TV advertisements throughout the summer.