Amstel Radler Press & Media Influencer Kit

Heineken brand beer's global public relations agency, approached YES to create custom package to launch a new lemon flavored beer, Amstel Radler, a mix of 40% Amstel Lager with 60% natural lemon juice. The target audience included press, media and influential bloggers located in New York City with the goal to generate excitement, buzz and significant press/social media coverage in advance of the consumer launch of the new beer brand.

The creative brief included a strategic delivery date, just before the official summer season kickoff Memorial Day holiday weekend.

We designed a custom, branded dimensional floating cooler in the shape of an oversized lemon (with a 15"diameter injection mold), complete with printed lemon leaves with copy describing the product, a call to action, a branded USB drive bottle opener containing all product launch and brand information all in a custom hand-sewn "lemon" netting. The cooler was hand delivered via messenger and contained a six-pack of Amstel Radler beer bottles on ice.

Messaging included an invitation to an exclusive pool party event at a private residence in Long Island, New York. Results included millions of dollars in earned media and more than one billion impressions (#TotallyRadler) post-delivery and launch.