This summer, the hottest place to be is below zero, enjoying the Heineken® Extra Cold Experience

Amsterdam, 16 May 2008 - As of May the Heineken® Extra Cold Experience will hit the streets of Europe. In five months time 12 different countries and 23 different cities in Europe will host this very special concept. The Heineken® Extra Cold Experience is a redesigned truck that offers an unforgettable product and brand experience in relation to Heineken® Extra Cold beer. Heineken® Extra Cold is a new way to serve Heineken®; it’s the original Heineken® beer but served Extra Cold.

The core of the Heineken® Extra Cold Experience is an amazing ice bar inside the truck. Visitors are taken through different cooling down phases to reach ‘Extra Cold’, which in this case means –8 degrees Celsius. Each phase is innovative and interactive, building on both the intensity of the experience and the key Extra Cold message in order to create a real ‘Wow!’ effect.