Blind Pig takes its inspiration from the thrilling days of 1920’s America when hidden shady bars were known as ‘Blind Pigs’. We took this as a cue to launch the brand with an exciting experiential event – the Blind Pig Speakeasy! Consumers are more like to engage with a brand when they discover it for themselves. We therefore wanted to create a secret event for Blind Pig that our audience could only be a part of if they were able to find it. Through decoding messages, our consumers discovered a roaring swinging 1920’s party all hidden behind a butchers shop facade. The night was a huge success and was the first example of a Heineken brand launching with no advertising support – it was discovered purely by word-of-mouth, experience and sharing.
Stand up for: spontaneous discovery.
Stand out by: using only word-of-mouth to engage our audience.