Category: In the News

This story was first published by Digiday sibling ModernRetail

Heineken is betting on special limited-edition tennis-themed cans to drive more sales of its non-alcoholic beer during the U.S. Open tennis tournament.

Last year, the limited-edition cans — called Heineken’s 0.0 L0ve.L0ve cans — sold out during the first week of the U.S. Open, where they were sold exclusively. In turn, on-site NA sales at the tournament for Heineken grew 25% over 2023. Now the beer giant wants to bring that buzz outside the stadium and onto retail shelves for at-home tennis fans — the limited-edition can will be sold at retail nationwide over the coming weeks. It will also still be available throughout the grounds of the U.S. Open, which takes place from Aug. 18 to Sept. 8.

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Kellanova — the owner of Kellogg’s, Pringles and Pop-Tarts — is the latest firm to turn to AI tech to tune up its creative marketing efforts, Digiday has learned.

Kellanova has been working with creative technology firm Vidmob and industry association MMA Global to measure the effectiveness of creative deployed on Meta ad units, using an AI-enabled solution to better understand which of its creative assets caught the eyes of consumers and which went under the radar.

It’s now using the findings to tighten up its creative production — and alter its commercial relationships with creative agencies.

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