When Heineken launched Heineken Silver for a younger target audience, there were two massive problems: the beer brand was seen as more zzz than Gen-Z, plus Heineken Silver had to launch in several dark markets across Asia Pacific where beer advertising was banned on mass media.

So we went where Heineken's never gone before in its 150 year old history by putting its smooth beer into sneakers. Not just any sneakers, but Heinekicks – ones specially designed by The Shoe Surgeon outta LA in the iconic green, red and silver colourway, complete with hidden beer opener and yes, real Heineken Silver in its soles.

Yeah, we get it. It sounds crazy. We got a whole generation asking why?!? But we did get the right generation talking about it. Through Heinekicks, Heineken Silver became part of Gen-Z fashion and pop culture , without spending a single advertising dollar on mass media, effectively reaching our audience in both dark and non-dark markets.

We appeared on Sneakerfreaker as one of the top posts of the week. Hypebeast did a special feature on it. And what seemed like an idea that made no sense, not only got Gen-Z to try on Heineken Silver, it got them to try the beer as well, contributing to a lift in both sales and brand difference points.

ICE-COLD PRECISION:
Utilising surgical methods and rigour, Heineken Silver was injected into the soles of the Heinekicks by hand, unleashing smoothness like the world has never seen before.