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 ensures 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, the marketing director at Asia Pacific Breweries Singapore.
“We were very optimistic, but could never imagine that a fridge filled with zero-alcohol beer could get this much attention.”