How Heineken Star Ice Blended Tradition and Innovation in a Celebration of Beer Culture
In South-East Asia, a beer with ice signals the end of a long day’s work.
Laotian and Thai beer culture is distinct from other parts of the world, and marketers can struggle to crack the region with established drinking traditions. For the team at Wunderman Thompson Bangkok, led by chief creative officer Park Wannasiri, a strategic balance was required for their Heineken Star Ice campaign.
Speaking to LBB’s Tom Loudon, Park breaks down Wunderman Thompson’s approach to the campaign, which aligns the “Beer with Ice” custom with the premium quality of a Heineken.
Delving into the campaign's production hurdles and the inventive Blast Freezing Process, Park unveils how Heineken was made into a star-shaped ice cube, ensuring that it enhances, rather than dilutes, the brand's distinctive taste.
LBB> One of the campaign's goals is to preserve the "Beer with Ice" tradition. How does the Heineken Star Ice contribute to this tradition, and why is it essential to do so?
Park> To ‘preserve’ might not be quite the right word. “Beer with Ice” has been a part of culture for ages in Southeast Asia. We are in a hot climate, so sometimes, when the fridge is unavailable, we put ice in the beer to make it cold and refreshing. But the fact is that “beer with ice” is not suitable for premium beer like Heineken because it diluted our 150 years of exceptional taste. So we asked ourselves how to use the “beer with ice” tradition to shine the light on our premium taste instead of fighting against it. Let’s join the “beer with Ice” culture and make people appreciate Heineken’s excellent taste the way they like it.
LBB> Could you share insights into the cultural significance of the "Beer with Ice" tradition in Thailand and Laos and how the Heineken Star Ice aligns with it?
Park> We wanted to blend into the tradition and make it our own rather than disrupt it. Star Ice was born from embracing the rooted culture whilst finding a way to communicate our core brand message. If you believe ice freshens your beer, we will double the freshness with our freezing innovation. Why dilute your Heineken with water when you can cut Heineken with more Heineken?
LBB> What were the main challenges in the production of this campaign, and how were they overcome?
Park> Ice made from Heineken. It should be super simple. Put Heineken in the freezer then you get it. We did that, too. Then reality and science hit us badly. Different freezing points cause alcohol and water to part way during freezing, creating not-so-premium-looking ice.
It took us six months to find a way to challenge beer's distinct freezing point, which differs from water's. To achieve the perfect balance between chill and flavour, The Blast Freezing Process was used, a technique that immediately freezes the ice at -35 degrees Celsius to ensure that the beer is transformed into ice without compromising its premium taste in a world-first Heineken star-shaped ice. More than that, Heineken Star Ice cubes melt two times slower and 20% colder than regular ice.
LBB> What were the key attributes of this product the creative team tried to focus on with this campaign?
Park> We want to preserve Heineken’s premium taste within the ice. We also needed our Heineken Star Ice to be the best ice Laos consumers ever have with a beer. That’s why we worked so hard to create ice that is 20% colder, to melt two times slower, and to shine the light on Heineken's premium taste in every sip. Only Heineken, an excellent beer leader in Laos, could give people this experience.
LBB> The campaign explores the fusion of global brand excellence with local traditions. How did you strike this balance and create a product that resonates with international and local audiences?
Park> We believe that global brands who act locally will create relevancy, grow market share, and build brand love. Local brands have an advantage in familiarity, but we can be relevant with a global mindset. Global brands have a responsibility to lead the market on experience and innovation. So, Heineken must be an inspiring brand for the consumer to strengthen our brand beliefs. If we believe in a fresher world, we must bring them one.
Embrace the culture, but never conform. We are always looking for a brand twist that will excite the audiences.
