To celebrate the launch of 'Heineken Silver' in the most fun way possible, Heineken teamed up with creative agency Le Pub, advertising firm BBH Singapore and Dominic Ciambrone—better known as The Shoe Surgeon—to create a pair of beer-filled sneakers. The playfully designed and colorful "Heinekicks" sport the brand colors and beer injected into the soles. For the first time ever, the brand is inviting fans to experience what it's like to "walk on beer," which conveys the smoothness of the new beer.
The color of the beer can be appreciated through the transparent soles, as well as a tube that runs around the top portion of the shoe. There's also a metal bottle opener hidden in the tongue, which makes this style a must-have for beer lovers but just 32 pairs are launching.
Why This Trend Is Growing
- Novelty Marketing
- Creating unique, playful and engaging marketing strategies to promote products
- Product Fusion
- Incorporating two different products into one and offering a unique experience to consumers
- Immersion Experience
- Providing an immersive experience to consumers by allowing them to 'walk on beer'
Industries Being Reshaped
- Beer Manufacturing
- Incorporating unique and engaging marketing strategies to promote different beer variants to the target audience
- Fashion and Apparel
- Exploring product fusion to create unique fashion and apparel items, offering a novelty factor to customers
- Event Management
- Innovative event management strategies that can keep the audience engaged and provide immersive experience to consumers
