Beneath the surface of a seemingly simple innovation lies an ingenious process that transforms Heineken® beer into a refreshing ice cube – a feat that defies convention and elevates the "Beer with Ice" tradition to new heights.
Heineken® Star Ice
Fusing innovation and tradition to keep the 'Beer with Ice' culture alive
Client
- Heineken
Office
- Bangkok
With bold
creativity, meaningfulness and open-mindedness Heineken® Star Ice was brought to life. Inviting
our local consumers in Laos to have a good time with Heineken® while still enjoying their local beer drinking
culture!
Fahmi Rajendra
Marketing Director, Heineken® Laos
For over 150 years, Heineken® has always provided the perfect serve for drinkers by giving pure malt, quality brew, 45-degree angle pour, and sculpted under a star's guidance.
However, it twists in Laos where enjoying beer with ice is a beloved custom. This drinking culture, on the other hand, dilutes the premium taste.
How can local culture and traditions converge with global brands to innovate the beer category?
Brewing innovation from the start, we created Heineken® Star Ice.
The innovation has a meticulous freeze process designed to tackle the challenge of beer's distinct freezing point, which differs from that of water. To achieve the perfect balance between chill and flavor, the great art of blast freezing was used, a technique that immediately freezes the ice at -35 degree Celsius to ensure that the beer is transformed into ice without compromising its premium taste in a world-renowned Heineken® star shape.
Through this groundbreaking process, ordinary ice is elevated to extraordinary levels. The resulting Heineken® Star Ice cubes boast an unprecedented chilling power, a remarkable 20% colder than regular ice. As a result, each Heineken® beer is infused with an invigorating coolness that perfectly complements the vibrant cultures of Thailand and Laos.
• 1.8 million total reach
• 3.3 million impressions
• 19.8k units served
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