Since many consumers will be needing beer coolers to keep their favorite summer drinks icy cold, Heineken launched the problem-solving COOLERPACK.
The value-added secondary packaging from the beer brand takes the form of a cardboard box with a lid that can be opened so that ice may be added for chilling the alcoholic beverages. In addition to creating an eye-catching in-store display for Heineken, the COOLERPACK also encourages the sale of ice.
Heineken USA's chief sales officer notes that: "With convenience top-of-mind, most consumers shop on their way to an occasion, with two-thirds indicating they will drink within the hour." The COOLERPACK offers a convenient way for consumers to equip themselves for both spontaneous and planned drinking occasions.