Heineken®, the leading global beer brand, invites everyone to a unique and memorable experience with ‘There More Behind the Star’, a new integrated global marketing campaign. This product-focused campaign originated in Amsterdam and will be officially unveiled at the “Behind the Star Experience” Multisensory Exhibition in Bangkok. Where visitors will learn about the history of this most iconic of beer brands with a presence in 192 countries worldwide and how it went on to accumulate countless milestones in its 144 years of operations. Visitors to the experience will enjoy a spectacular multimedia presentation that is being shown for the first time in Asia.
“There’s More Behind the Star” campaign is initiated to get people know more about the backstories of how it went on to accumulate countless milestones in Heineken’s 144-years of operations. Besides, they will get to know Heineken’s maintaining commitment in brewing heritage that focuses on strictly-meticulous brewing standards and paying attention to smallest details that ensure that the great taste and unrivalled quality of Heineken®. All of these will be presented through a multisensory exhibition for the first time in Asia and Thailand that will run for 320 days. We are confident that everyone will be thrilled to know how this internationally-acclaimed premium brand sold under its ‘red star’ trademark is originated. This is undoubtedly our trademark that accurately reflects the overall quality of production and uncompromising flavor that catapults the brand to become the world’s most-loved and popular premium lager with its presence in 192 countries.
Behind the Star Experience will take place in a specially-designed white pavilion comprised of five zones where event participants will learn about the history of this most iconic of beer brands, manufacturing secrets to ensure the same taste of Heineken worldwide in a spectacular multimedia presentation that is being shown for the first time in Asia.
Zone 1: Relive the Origins of Greatness
Zone 1 invites visitors to open their world to Heineken’s 144-year heritage, in which the brand has grown from a small beer company into the world’s most-recognized international premium lager. The zone was designed to use Motion Graphics Projection Mapping, an advanced interactive visualization tool that associates human perception and cognition, which will captivate visitors by showing how Heineken’s TV commercials have evolved over the years.
Zone 2: Feel the Magic of Quality Ingredients
Walking through Zone 2, visitors will enjoy using their senses of sight, smell, and touch to virtually experience Heineken’s manufacturing processes, which use advanced technologies along with meticulous quality control. In addition, they will be given the opportunity to see Heineken’s continued use of its original recipe based on only three ingredients: barley, hops, and water. For the first time, visitors will have a chance to experience the aroma of Heineken’s secret A-Yeast, the basis of its beer and the reason for the rich and balanced taste with subtle fruity notes that distinguishes every single Heineken.
Zone 3: Enter the Amazing World of Brewing
This part of the pavilion reproduces an atmosphere that will make visitors feel like they are inside Heineken’s cutting-edge, signature brewing process that uses horizontal fermentation tanks. This includes Heineken’s brewing secrets together with a suitable temperature to release Heineken’s unique A-Yeast that completely “eats” the sugar in the tanks. In Zone 3, visitors will have the opportunity to see this amazing process through Projection Mapping techniques. They will even find themselves standing in a knee-deep pile of transparent balls that resemble air bubbles in a beer tank. It takes 28 days to brew beautiful golden-yellow Heineken beer, with the hops providing the unique taste and pleasant aroma favored by beer aficionados around the world, in line with the old saying “good things come to those who wait.”
Zone 4: Take an Epic Journey Around the World
This is a special zone that will take visitors on a journey with a Heineken beer bottle. An innovative and spectacular “VR Simulator Chair” will create a virtual world in the pavilion to show how beer is produced and delivered to consumers in over 192 countries.
Zone 5: Savor the One and Only Star Serve Ritual
In the last zone, visitors will get to know Heineken’s Star Serve Ritual – five special steps that refer to Heineken’s trademark five-pointed red star. This is Heineken’s own unique exercise in precision to ensure that every glass of premium full-bodied beer is a perfect pour served at its absolute best. The exercise involves rinsing a Heineken-branded glass with clean water; pouring Heineken by holding the glass at a 45-degree angle; skimming the head with a wet skimmer on a 45-degree angle to ensure the foam at the top of the glass sits nice and firm on the shoulder of the star (the Heineken logo on the glass); checking that the foam does not flow over the top of the glass; and serving the Heineken-branded glass placed on top of a Heineken coaster. Heineken believes that paying attention to foam thickness can enhance the beer’s taste.
The exercise starts by rinsing a Heineken branded glass with clean water, pouring Heineken by holding the glass at a 45-degree angle, skimming the head with a wet skimmer on a 45-degree angle ensuring the foam at the top of the glass sits nice and firm on the shoulder of the star (logo on the glass), checking that the foam does not flow over the top of the glass, and serving the Heineken branded glass on top of a Heineken coaster. Heineken believes that paying attention to foam thickness can enhance the beer’s taste in the style of Amsterdam, truly. Lastly, Souvenirs Heineken brand store will definitely make loyal Heineken consumers shop till they drop!
Come and open a new world with Heineken at the Behind the Star Experience. It will take place in front of Siam Discovery Plaza from 10:00 to 22:00, from April 29 until May 18, 2017. For further information, visit www.facebook.com/Heineken and instagram@heineken_th.