If you’ve ever asked for a cold beer in Southeast Asian countries such as Laos or Thailand you’ve likely gotten a taste of the local tradition of serving beer at room temperature with the ice added. In celebration of this tradition, Heineken Laos and Wunderman Thompson Thailand have unveiled the Heineken Star Ice, a product that pays tribute to the “Beer with Ice” culture in Thailand and Laos.
According to the campaign, beneath the surface of this seemingly simple innovation lies an ingenious process that transforms Heineken beer into an ice cube.
Brewing innovation from the start, 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 groundbreaking process, ordinary ice is elevated to extraordinary levels. The resulting Heineken® Star Ice cubes boast an unprecedented chilling power, a remarkable 20% 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.
Beyond its temperature-altering prowess, the Heineken Star Ice plays a key role in preserving the cherished “Beer with Ice” tradition. Crafted to melt at a rate two times slower than typical ice, the cubes prolong the enjoyment of every sip, allowing cherished moments with friends and loved ones to unfold at a leisurely pace.
Park Wannasiri, Chief Creative Officer of Wunderman Thompson commented on the innovation: “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!”
Fahmi Rajendra, Marketing Director, Heineken Laos added: “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.”
Client Credits: Heineken Lao Brewery Co., Ltd.
Marketing Director : Fahmi Rajendra
Senior Brand Manager : Duangchai Thamhaksa
Brand Manager : Phonepaseuth Phommasoulin
Brand Manager: Marina Soutthanirasay
Brand Executive : Toulanan Senpaseuth
Agency Credits: Wunderman Thompson Thailand
Chief Executive Officer : Parattajariya Jalayanateja
Chief Creative Officer: Park Wannasiri
Creative Director: Suebthong Thanomsri
Senior Art Director : Naruemon Kongsomthong
Senior Copywriter: Warintorn Patthanakiat
Copywriter: Paramee kanjanitanon
Group Account Director: Wasna Jirasuradej
Account Manager: Pufah Nuntavisit
Planning Director: Puvadon Tarasin
Senior Project Manager: Thanda Panchareon