Consumption of alcoholic beverages is changing worldwide. Consumers are looking for low-alcohol and non-alcoholic alternatives, often out of a desire to lead a more conscious and healthier lifestyle.
Heineken is responding to shifting demand by developing new concepts and entering other beverage categories. Inspired by the success of hard seltzers – low-calorie spring water with a touch of alcohol and a hint of flavour – in the US, Heineken decided to create a fresh, robust global brand with us.
Along with teams from Heineken and Happen, Millford wasted no time in developing the positioning, brand story, name, packaging and visual identity. Meet Pure Piraña, an outstanding young brand with a rebellious streak and a bit of an attitude in the best possible way. Ready for global launch in 3, 2, 1…