16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
8 Apr 10:00 BST / 05:00 EST

Virtual Reality View: A conversation with VMLY&R's Gracie Page

Stephen Lepitak
Editor at The Drum
Gracie Page
Emerging Technology Director at VMLY&R London

Heineken: The Driver’s Fridge by Publicis

Agency: Publicis
Client: Heineken
Date: Feb 2020
Your Vote
Overall Rating
Opps, please vote again
6 votes

Heineken has launched a public beer fridge to allow Singaporeans yearning for a cold beer to drink one before driving.

It is not promoting drink driving, but instead, the stunt is to promote its non-alcoholic beverage Heineken 0.0.

The campaign, called “The Driver’s Fridge” and created by Publicis Singapore, is designed with the same features and technology of a modern car door. The fridge can only be opened with car keys as the fridge detects the frequency sent by the car keys and automatically unlocks.

This ensured that only drivers were allowed to knock back a Heineken 0.0 guilt-free. The Driver's Fridges were taken to prime locations around Singapore, like Orchard Road and Clarke Quay.

“Heineken 0.0 opens up new drinking occasions. And to launch it in Singapore we needed a high impact idea to show beer lovers they can enjoy a beer when they never thought of having one.” explained Faye Wee, APBS Marketing Director.

“We were very optimistic, but could never imagine that a fridge filled with zero-alcohol beer could get this much attention.”

Overall Rating
Overall Rating

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.