2013 Winners & Shortlists

The Brief

Heineken always looks to innovate in the beer category. They launched a new pouring system that literally turned the pouring process on its head. The pints pour from the bottom, up! We needed to showcase this new innovation to bar managers and bring a new brand experience to consumers at major events across the UAE.

Describe how the promotion developed from concept to implementation

The Upside down pour system needed a suitable environment to showcase it. As we were going in bars for major events we knew we needed something more than just a display stand or simple bar. We decided the best way to do this was to design and install a unique upside down bar. Every detail was looked into. Even the glassware on the upside down tables were used as spot lights to highlight the upside down bar in all the venues.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Heineken Upside Down Bar is a unique experience that gives people a fresh perspective and consistently draws the crowds at all the major events across the UAE. The innovative pouring system has saved thousands of litres of Heineken. And has helped increase volumes at all major events such as Euro2012, Dubai Rugby 7's and the Dubai Jazz Festival.

Explain why the method of promotion was most relevant to the product or service

Although the pouring system looks like just a novelty, it does bring real benefits to bar managers. The system pours every pint perfect and quickly which saves massive wastage and less time at the bar for consumers. This is a good sales push for Bar Managers, however, this is not something that consumers care about or would find interesting. We needed to surprise people not just by the upside down pour but by the whole brand experience that the Upside Down Bar gave.