Thailand – In a celebration of putting ice on beer amongst beer-drinkers in Thailand and Laos–which defies traditional beer drinking conventions–Heineken has teamed up with Wunderman Thompson Thailand to launch ‘Heineken® Star Ice’, a beer ice product that works well for those who enjoy their beer very chilled.
The creation of Heineken® Star Ice involved a meticulous freeze process designed to tackle the challenge of beer’s distinct freezing point, which differs from that of water. To achieve the perfect balance between chill and flavor, the great art of blast freezing was used, a technique that immediately freezes the ice at -35 degree Celsius to ensure that the beer is transformed into ice without compromising its premium taste in a world-renowned Heineken® star shape.
Through this process, ordinary ice is elevated to extraordinary levels. The resulting ‘Heineken® Star Ice’ cubes boast an unprecedented chilling power, more colder than regular ice. As a result, each Heineken beer is infused with an invigorating coolness that perfectly complements the vibrant cultures of Thailand and Laos.
Park Wannasiri, chief creative officer at Wunderman Thompson, said, “We take pride in fusing global brand excellence with the beauty of local traditions. The creation of Heineken® Star Ice was a passionate journey that embraced the ‘Beer with Ice’ culture, reimagining tradition with an innovative freeze. Beyond the refreshing chill, this ice represents a celebration of unity and the shared moments that bring us all together. Here’s to Heineken Star Ice – a truly cool and cultural experience.”
Meanwhile, Fahmi Rajendra, marketing director at Heineken® Laos, commented, “Heineken® is turning 150 years; no such any other perfect time talking on our heritage and honour our history while spreading the spirit of good times and embracing the gezelligheid lifestyle that Heineken® represents.”
He added, “And no such any other perfect opportunity driving connection with consumers by celebrating light-hearted ways of how they enjoy good times with Heineken® all around the world whilst unintentionally adapting the brand and making it their own. With bold creativity, meaningfulness and open-mindedness Heineken® Star Ice was then brought to life.” Inviting our local consumers in Laos to have good times with Heineken®; the beer that is part of their world; while still enjoying their local beer drinking culture, ultimately.”
