Heineken is launching a Money Back Guarantee scheme to encourage more Australian consumers to try its latest product Heineken 3.
The new mid-strength offering was launched in August last year, and the company's local managing director Andrew Campbell said consumer feedback on the taste of the product had been outstanding, in spite of its lower calorie and carb credentials.
According to Campbell, after just four months in market, Heineken 3 has already captured 21 per cent share of the international premium mid-strength category and grown to 53 per cent the size of the category leader Peroni Leggera. The product also won two International Gold Medals for taste last year.
“This campaign aimes to supercharge the results we've had to date in getting people to try the product. We wanted to be bold, disruptive and convey to consumers our confidence in this product," Campbell told Food & Drink Business.
The 'Great Taste or your Money Back Guarantee' aims to boost trial of the product, offering consumers guaranteed taste satisfaction or they will receive a refund on their purchase.
Consumers who buy a 6 or 12 pack of Heineken 3 between 23 January and 4 March are eligible for Heineken 3's Money Back Guarantee. For those that don't like the taste of the beer, they will be able to log on to a dedicated website www.haveitall.beer and tell Heineken why they don't like it in 15 words or more.
Heineken will then refund money back into consumers’ bank account or to Heineken's chosen charity partner.
