Heineken Silver or Heineken Original? Your genes can tell you which you’ll like more. Heineken and geneticist, Andrew Shelling, have developed a taste kit that tells you whether you’ll like the smoothness of Heineken Silver or the stronger taste of Heineken Original. The kit uses a PTC test that detects sensitivity to strong flavours.  The idea for The Heineken Choice comes from Special PR to launch Heineken Silver in New Zealand.

Hundreds of The Heineken Choice kits will be available free of charge at selected bars around Auckland, allowing the public to explore their 10,000 taste buds and determine which beer flavour is right for them. It wil also be sent to influencers across New Zealand. Heineken Silver has been designed to appeal to a new generation of beer drinkers who prefer smooth, low-carb beer. The lager is brewed at a chilled -1°C, resulting in a less bitter taste and a crisp, smooth and subtle finish.

Natasha D’Souza, senior PR director at Special PR, stated, “We saw this as a unique way to build awareness around the Heineken portfolio while also provoking conversation and debate and ultimately encouraging trial. We know Kiwis love trying new brews, and this is a fun way to scientifically test which flavour they might prefer. Why not give it a shot?”

Credits:

Client: Heineken
Senior Marketing Manager: Cormac van den Hoofdakker
Brand Manager: Lauren Parker-Cordon
External Communications Manager: Natasha MacKenzie
Trade Marketing Manager: Billie Yelcich

Agency: Special PR
General Manager: Kelly Grindle
Senior PR Director: Natasha D’Souza
Executive Creative Director: Stu Mallarkey
Creative Lead: Kat Day
PR Director: Natalie Chandler
Senior PR Manager: Sophie Harsent
Studio & System Manager: Gavin Le Claire

Packaging & Design: Think Packaging
Cardboard Engineers: Blair McGowan & Mat Bogust