Heineken, distributed in over 190 countries, is a premium, international, and popular beer. However, Gen Z doesn't share this enthusiasm. They consume less alcohol than previous generations, posing a significant challenge for Heineken. Even among those who do drink, about 50% don't choose beer as their favorite beverage, preferring liquors, spritz, and flavored malt beverages, according to Knit. In this changing landscape of alcohol consumption, Heineken, as an iconic brand, needed to establish a genuine connection with Gen Z to remain relevant.
The opportunity arose from a key insight: for Gen Z, gaming is like a modern-day bar—a place for socialization. However, overheating during gaming sessions can be a major barrier to this socialization. To address this issue, Heineken created its own innovative product: The Gaming Fridge. This custom-built gaming PC also doubles as a Heineken fridge, featuring high-performance hardware, a cool design, and the ability to keep beers cold, all while preventing overheating and encouraging socialization. This initiative allowed Heineken to engage with the gaming community authentically and build desire around the brand.
Before the official launch, Heineken strategically leaked the Gaming Fridge prototype to gaming communities, dominating forums and livestreams. The response was overwhelmingly positive, with gamers themselves amplifying the buzz. To further boost visibility, the fridge made its debut on the Twitch channel of Gaulês, the world's largest streamer. Through this approach, Heineken not only made itself relevant in the gaming world but also enhanced it by valuing gaming as a social experience that pairs perfectly with a cold Heineken.
To launch The Gaming Fridge, Heineken adopted a common PR strategy in the gaming world: controlled leaks. By leaking images of the gadget on Reddit, one of the most relevant platforms for the target audience, the community naturally generated buzz and excitement. The campaign targeted Gen Z gamers, gaming enthusiasts, as well as tech and lifestyle influencers and media outlets that could further amplify the message. By creating a sense of exclusivity around the product, Heineken fostered a stronger connection with the gaming community.
The execution of The Gaming Fridge focused on creating something truly unique—a custom setup inspired by the culture of computer modification, designed to be every gamer's dream. The response was immediate and global, with gamers expressing their desire for the fridges. Heineken launched 50 limited editions across 9 countries: Brazil, Argentina, Mexico, Italy, Spain, Netherlands, Singapore, Vietnam, and the United States. The Gaming Fridge even became the trophy for the League of Legends Finals MVP in Brazil, the world's biggest LOL championship, further solidifying its status as the most coveted gaming gadget on the internet. As a result, Heineken's social media channels were flooded with requests for the product to be made available for purchase.
The Gaming Fridge campaign allowed Heineken to become truly relevant to Gen Z. The initiative impacted over 340 million gamers worldwide, generating over 25 million dollars in earned media. The campaign also resulted in Heineken achieving the highest Brand Power in its history with this audience, with an average growth rate of 10%. This success was driven by the brand's highest level of differentiation, according to Kantar. As a result, Heineken officially became the beer brand most associated with gaming, according to PBG 24. By integrating Heineken into the gaming world, the brand introduced one of the coolest innovations for gamers—both literally and figuratively.
