Inch's Cider - ‘Growing The Apple Cider By Miles, Not Inches’

Agency: dentsu X

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, a whopping incremental 9.2% of sales into the cider category of which 45% of Inch’s sales came from previously non-cider drinkers.