If you want to do something fresh in 2022, you do it in the metaverse.

So Heineken launched its new extra fresh beer exactly there. People went crazy about the new virtual Heineken Silver.

Everyone tried to try it, even our competitors. And not only in the metaverse. The virtual beer was all over the web and even in the real world on delivery apps, in supermarkets and in real bars. People were craving to taste a beer that didn’t exist and that’s when we ended up this nonsensical madness and we launched it in the real world: this time Extra fresh for real.