Heineken Extra Cold Experience

To introduce and promote Heineken Extra Cold beer at European summer festivals, we developed a cool experience concept: a ‘polar expedition’ to set up its base camp at hot event locations.

In search of the coolest beer for the hottest location, visitors got to cool down their own beer glass; without an ice cold glass one can not enjoy Heineken Extra Cold beer as it will warm up too fast. Coats and hats were provided to enter the ‘cooling down station’ (-8˚C) where visitors and their glasses were being chilled in 30 seconds. After this they were welcomed in the Ice Bar where Heineken Extra Cold was being tapped into their cooled glass. Through a special door visitors could take their Coolest Beer to the Hottest Location.
The event travelled through 12 European countries and attracted thousands of visitors.

Commissioned by Smool and Kubik.

Concept and design by Smool and Kubik
Production by EventRent