INCH’S – GOING THE EXTRA INCH’S ON TASTE AND SUSTAINABLE MEDIA

Client: HEINEKEN

In 2021, the cider category was in crisis. Sales were declining and younger drinkers were simply choosing other alcoholic beverages instead. To help return the category to growth and reverse souring sales, Heineken launched Inch’s as the UK’s most sustainable cider.

In 2023, to continue Inch’s steep growth trajectory and hit large sales target, we needed more people to find Inch’s a meaningful brand (Kantar Brand Power). Building taste and sustainability perceptions in an authentic and fun way would be key to success.

We crafted a multimedia campaign that was true to the Inch’s brand, asking more from our media partners than ever. Our strategy delivered—boosting Inch’s taste and sustainability perceptions against 18-34yo (+18 Meaningful scores), increasing Brand Power (+50% vs. Q4 2022), and driving blistering YoY growth (+108% total trade value). That’s £82 million in extra sales, proving that prioritising sustainability need not mean sacrificing business results. It just takes a great product, consumer understanding and the bravery to do the right thing.