Sales promotion, concept origination, creative, graphics, prototype development and production management

As part of Heineken’s drive to increase market share, we were asked to create a memorable experience for consumers. We conceptualised an in-bar piece of theatre, where customers were invited to win a Star Performance in the Time Capsule. With every purchase of Heineken, consumers collected Time neck tags, each tag scratch card was worth a minimum of 1 second to a maximum of 5 seconds. When the customer collected 15 seconds they could then enter the Time Capsule and grab as many Heineken Dollars as possible. The amount of Dollars collected equaled a brand prize.

We designed and manufactured the Time Capsules with the help of our local Cape Town supplier and an aeronautical engineer. The idea was part of a raft of ideas for Heineken’s Premium Brands Tailored Services Packages in line with changing market conditions and customer needs across the various distribution channels.


The campaign saw an increase in sales. On launch night sales were over 800% in the outlet. When the capsule was not being used, a female Heineken promoter danced inside with the floor fan on, creating a Heineken Marilyn Monroe performance. The In-Bar-Theatre experience grew in popularity, sales increased for the product and ultimately received from Heineken a Global Best Practice accolade and was launched in five other countries.

Promotion Kits included: Countdown Clocks, Promoter Clothing, Neck Tags, Posters, Tent Cards, Heineken Dollars and Trade Presenters.