Radler offers a great profit
opportunity because
consumers are prepared to
pay a 10-20% premium
w
it
INNOVATION
Finland also launched Foster's Radler
in March this year. R-kioski, a well-
established chain of convenience stores,
produced their own TV campaign
featuring Radler and supported by a joint
sampling campaign through Facebook.
"The feedback on Facebook has been
outstanding and bodes extremely well for
the future of Foster's Radler in Finland,"
says Wencke.
Millions of Consumer Trials
In the Netherlands, driving trial was also
at the centre of the launch for Amstel
Radler, with plans to reach huge numbers
of consumers through taste trials.
Following a two week teaser campaign for
Dreher Radler in Italy, they also have big
brand activations planned to encourage
massive consumer trial. In May, a TV
campaign was aired, supported by POS
activities in sales outlets.
With such unprecedented success,
HEINEKEN has already started to
'claim' a position in consumers' minds
when it comes to Radler, and will
maintain this momentum with further
rollouts throughout 2013. Launching in
advance of the summer season will help
customers make the most of additional
warm weather drinking occasions when
consumers really appreciate Radler's
'double refreshment'.
In the highly competitive Greek market,
Amstel Radler was launched early this
year. During the launch event at Greece's
largest hospitality industry trade show,
HORECA EXPO, 98% of all orders taken
included Amstel Radler. "This clearly
shows that sampling converts into
tangible sales," comments Wencke.
"Account managers have also been given
a boost, as they have a unique offering
for customers and consumers."
New TV campaigns are
being rolled out to support
launches of Radler
Edition 2 2013 World of HEINEKEN 31
