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![](/media/Entrants/E0011.02-HEINEKEN SILVER THE META BEER THAT DELIVERED IRL.jpg?width=450&height=300&token=MqEyUfryJO8I2DB0h6wPO%2FZiIu%2F%2FPsRHbR5TEdhOqHA%3D)
HEINEKEN SILVER – THE META BEER THAT DELIVERED IRL SALES
DENTSU RED STAR
Client: HEINEKEN UK
Less than six months later, we delivered a campaign that went where no UK beer brand has gone before, transcending both physical & virtual worlds in a way that authentically resonated with 18-34 consumers. The result was Heineken’s biggest beer launch ever, reaching 94% of 18- 34s in the first four weeks and selling approximately 3,000,000 cans in the first eight weeks.