CoolerPack, the newest edition to the Heineken range of packaging configurations, brings convenience and occasion-based purchase choice to beer drinkers.
The 2018 Consumer Survey of Product Innovation has voted the HEINEKEN 18-Bottle CoolerPack a “Product of the Year” in the beer category, in a competition that surveys 40,000 shoppers to determine the winners in each category.
The survey is the largest consumer voted award for product innovation and puts Heineken in a prestigious roster of past winners. The Kantar TNS research is 100% independent consumer validated by a robust analysis of seven innovation performance metrics. Entries received between June 1 and Sept. 15, 2017 are voted on by consumers in December. The awards were presented on Feb. 8, 2018 at the Edison Ballroom in New York City, with members of the Heineken Marketing, Operations, Innovation, and PR teams on hand to receive the honors.
The CoolerPack is an engineered 18-pack cardboard packaging innovation that allows consumers to chill their Heineken by simply removing the top to their case and adding ice. The CoolerPack is the newest edition to the Heineken range of packaging configurations, bringing convenience and occasion-based purchase choice to beer drinkers everywhere. It is designed to pop open the top, fill the pack with ice, and enjoy a cold Heineken.
“We are honored that shoppers have chosen the CoolerPack as Product of the Year for Consumer Innovation in the beer category,” said Katharine Preville, Heineken brand manager at HEINEKEN USA. “We can think of no higher praise for our efforts at innovation than to be recognized by shoppers who buy Heineken and who appreciate the convenience that this pack provides,” Preville continued. “Joining the ranks of past winners who represent some of the most valued consumer products brands in the world is validation that we put the shopper first in the products and packages we bring to market.”
Winners of the award, which includes key measures of product satisfaction and purchase interest, have seen a significant increase in sales from the recognition. According to the Kantar research, winners outpace category sales growth by 38.1%, consumers are 36% more likely to believe an ad, and are 44% more interested in purchasing a product, featuring the Product of the Year logo. HEINEKEN USA says it plans to showcase the award in advertising and promotional communications and on in-store POS materials throughout the year.