The ads carry Heineken's strapline, Get the Head Right and Everything Else Will Follow, and as well as posters, 10-second ads showing how to use the DraughtKeg will run on digital panels on escalators this month. The
break bumpers will air during
Champions League semi-final s.
Customer marketing controller Chris Duffy said: "It's a pack which is absolutely perfect for social occasions and our spring and early summer marketing support activity will be putting emphasis on DraughtKeg providing an ideal solution for delivering perfect quality draught beer when mates get together to watch the rugby on TV or for people hosting or going along to barbecues or picnics."
The campaign is part of a multi-million marketing package for Heineken this year. DraughtKeg retails at £14.19-£14.29 and is available in Booker and Nisa-Today's as well as major retailers such as Tesco, Morrisons and the Co-op.
Beer in brief
Carling C2, the new official beer of the National BBQ Campaign, has launched a promotional 4x30cl bottle pack to celebrate the start of barbecue season and attract new customers. The brand is targeting 30 to 39-year-old men, especially at after-work barbecues.
Glass manufacturer O-I has created a lighter-weight
pint bottle to sit alongside its 25cl, 27.5cl, 33cl and 50cl standard lightweight bottles. The pint version will be available in amber, green or clear glass.
Fullback Imports has won a listing for four of its beers in Morrisons: Bulgarian lager Zagorka Special 5% will sit alongside the German Kapuziner portfolio of Wheat Beer, Light and low-alcohol Frei in 50cl bottles.
Anheuser-Busch's Chinese lager Harbin has been named the official beer of China Now, a six-month nationwide Chinese festival which will include a large Taste of China area at London's
Taste of London food fair.
InBev UK has relaunched Tennent's 1885 with more modern packaging, designed to appeal to 18 to 34-year-old men. The 5% abv lager retails at £3.99 for a 4x33cl pack, and will also be released into the on-trade.