INCH’S CIDER - ‘GROWING THE APPLE CIDER CATEGORY BY MILES, NOT INCHES’

Going the extra inch on sustainability meant Inch’s Cider went miles in driving sales and brought new life into a declining category. In 2021, Heineken launched Inch’s Cider – a brand championing sustainability and innovation in an authentic way which trickled down from apple selection to media implementation. The result was Heineken’s biggest, most sustainable media campaign launch ever and was the catalyst to unprecedented business results, far surpassing initial expectations; truly demonstrating that a sustainable media plan need not come at the cost of business outcomes.