Heineken is launching 440ml cans for the first time, with the support of a £3m integrated campaign in the run-up to the Uefa Champions League final on the 26 May.
Kicking off with a UEFA Champions League promotion, Heineken will be inviting consumers to “Share the Drama” with special UCL packs and point of sale.
Heineken is also investing in proximity marketing to stores that stock the new format, with tailored digital outdoor screens that will namecheck the closest outlet.
Izabela Glodek, brand director for Heineken, commented: “Enjoying the thrills and spills of a Champions League match with friends and a Heineken is a must for football fans. By introducing a 440ml can, which make up 62% of premium can sales, means we will be adding value for our customers having the official beer of Champions League in this format.”
Heineken 440ml cans are available now in 4x440ml (RSP £4.55), 4x440ml wholesale price-marked packs (RSP £5) and 15x440ml (RSP £12.70) nationwide.