Heineken pushes a sense of occasion
Heineken UK is promoting its DraughtKeg with new consumer press and London Underground ads this summer.
Activity includes the launch of a website encouraging consumers to "start living your life with a Continental head" and ads
highlighting occasions where
a DraughtKeg in the fridge would be ideal.
The site also lists DraughtKeg stockists.
Chris Duffy, Heineken UK's customer marketing controller, said: "We want to get Heineken DraughtKeg top of people's minds when they are organising social get-togethers, whether it's a picnic at Goodwood or the Henley Royal Regatta, socialising over the bank holiday week-end, watching the Grand Prix on the telly or flagging up National Curry Week.
"We're even suggesting holding a curry night and getting in a DraughtKeg to celebrate Indian Independence Day."