After the success of the locally brewed 33 cl bottle, Heineken took a new step in the DR Congo: a second format, a 50 cl returnable glass bottle, backed by significant industrial investment to meet demand from Kinshasa consumers.
An announcement of this scale deserved more than a traditional press conference. So we chose the river.
Journalists and the brand's key partners (distributors, major accounts and partner venues) came aboard for a cruise along the Congo River, with Kinshasa on the horizon. On board: the unveiling of the new format, speeches from management and a convivial moment in Heineken-branded surroundings, carried by the late-afternoon light over the river.
Rochas Events designed and produced the entire event, from chartering the boat and on-board scenography to welcoming the press and partners, managing the run of show and entertainment.]
The format was new, and so was the experience. An announcement guests lived rather than just listened to.
