The activation, themed around the concept of 'Having it All', has been devised by Sydney-based Red Agency. It features a takeover of a rooftop pool of a five-star hotel in Pitt Street in the city's Central Business District area, with a bespoke conservatory built over the top. Hot air is being blown in so guests can have a summer pool party experience in the last week of winter, complete with DJ and all the trimmings, including music, entertainment and summer food.
Guests at the indoor-outdoor beach club concept will be among the first in the world to try the new Heineken 3 product.
The event, open to the media and influencers today, will welcome members of the public tomorrow, with spaces reserved via Facebook. It is part of a wider campaign set to roll out over the next 18 months, featuring social, digital, outdoor, retail and experiential activations, with the aim of establishing the brand in the Australian market and driving consumer trials.
The beer, which contains lower calories and lower carbohydrates, is the first that Heineken has released in Australia since Heineken first arrived. Australia is the first market globally to launch the Heineken 3 brand.
Andrew Campbell, managing director at Heineken Lion Australia, said: "We have big plans for the Heineken 3 brand here in Australia and this is supported by the significant investment we have put behind our launch and marketing campaign. We believe it will shake up the market with its compelling offering, quality and great taste.
"Consumers want brands and products that complement their modern, active and spontaneous lifestyles without compromising on taste or quality. This is exactly what consumers can expect from Heineken 3, a great tasting lower calorie beer brewed to the same world famous quality and standards as Heineken."
Heineken appointed Red Agency as its PR lead in Australia in November last year.
Heineken hosted its Holland Heineken House at the Rio 2016 Olympics earlier this month.
Comment below to let us know what you think.
For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.