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Heineken Silver Launch

Publicis Italy, Le Pub
To claim that the new Heineken Silver is Extra Fresh, we jumped on the latest trend and we did what every other brands were doing: launching in the metaverse. We created the first virtual Heineken made only from the freshest pixels: no malt, no hops, no yeast, no water and also, no beer.
And once everyone started to realize how ridiculous a virtual beer was, we launched Heineken Silver for real: the virtual beer broke out of the metaverse and got into the real world because, let’s be honest, nothing beats the extra refreshing taste of a real beer.

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