WHITE PLAINS, N.Y. -- The 2018 Consumer Survey of Product Innovation has voted the Heineken 18-Bottle CoolerPack a “Product of the Year” in the beer category, in a competition that surveys 40,000 shoppers to determine the winners in each category.
The survey is the largest consumer-voted award for product innovation. The Kantar TNS research is 100% independent consumer-based and includes an analysis of seven innovation performance metrics. Entries received between June 1 and Sept. 15, 2017, are voted on by consumers in December. The awards were presented Feb. 8, 2018, at the Edison Ballroom in New York, with members of the Heineken marketing, operations, innovation and public-relations teams on hand to receive the honor.
The CoolerPack is an engineered 18-pack cardboard packaging innovation that allows consumers to chill their Heineken by removing the top to the case and adding ice. The CoolerPack is the newest addition to Heineken packaging configurations, bringing convenience and occasion-based purchase choice to beer drinkers everywhere, the company said.
“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. “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.”
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%, 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 USA, White Plains, N.Y., said it plans to showcase the award in advertising and promotional communications and on in-store POS materials throughout the year.
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