Introducing Heineken Silver

In 2022, Heineken launched Heineken Silver, one of Europe’s biggest FMCG introductions. This 4% ABV lager, brewed ice-cold for a lighter taste, debuted as a virtual beer in the metaverse — sparking 1.7 billion impressions and 2,000+ press mentions. As part of Sunshine & Sausages' creative team, I helped create the below-the-line launch in Europe, focusing on disruptive POSM to capture Gen Y and Gen Z’s attention. We delivered the key visuals, POS materials (on & off-trade) and advertising.