Heineken's 18-bottle CoolerPack was named "Product of the Year" in the beer category for the 2018 Consumer Survey of Product Innovation.
The CoolerPack is an engineered 18-pack cardboard packaging innovation that allows consumers to chill their beer by removing the top of the case and adding ice.
“We are honored that shoppers have chosen the CoolerPack as Product of the Year for Consumer Innovation in the beer category,” said Katharine Preville, Heineken brand manager at Heineken USA. “We can think of no higher praise for our efforts at innovation than to be recognized by shoppers who buy Heineken and who appreciate the convenience that this pack provides. Joining the ranks of past winners who represent some of the most valued consumer products brands in the world is validation that we put the shopper first in the products and packages we bring to market.”
The Kantar TNS research is 100% independent consumer validated by a robust analysis of seven innovation performance metrics. Entries received between June 1 and Sept. 15 were voted on by consumers in December. The awards were presented on Feb. 8, 2018, at the Edison Ballroom in New York City, with members of the Heineken marketing, operations, innovation and PR teams on hand to receive the honors.
Winners of the award, which includes key measures of product satisfaction and purchase interest, have seen a significant increase in sales from the recognition. According to the Kantar research, winners outpace category sales growth by 38.1%. Additionally, consumers are 36% more likely to believe an ad, and are 44% more interested in purchasing a product featuring the Product of the Year logo. Heineken says it plans to showcase the award in advertising and promotional communications and on in-store POS materials throughout the year.