How do you make a new RTD beverage stand out in Brazil’s crowded supermarket shelves? For Amstel Vibes, the answer was a bold in-store activation powered by Tokinomo’s motion-sensor technology. In partnership with Outpromo and Creative Display, this campaign didn’t just capture shopper attention - it turned it into engagement, brand love, and a Silver POPAI Award.
Amstel Vibes, a new ready-to-drink beverage launched by Heineken in 2023, aimed to carve out a niche in Brazil’s rapidly expanding RTD category. With flavors like Strawmelon and Lemon, the product was designed for lighthearted, social moments. But in a market saturated with stylish cans and catchy slogans, standing out at the point of sale was critical.
To disrupt passive shopping behavior and drive trial, Heineken needed a sensory experience that would draw eyes to the shelf.
Heineken, in collaboration with Outpromo and Creative Display, selected Tokinomo’s Shelfobot technology for its proven ability to create immersive, animated in-store activations that engage all the senses.
Tokinomo had previously partnered with Creative Display on successful POPAI-awarded campaigns, including the Halloween-themed “Fanta Misterio” activation. That history, combined with Shelfobot’s ability to utilize motion, sound, and light in a compact format, made Tokinomo the ideal partner for bringing Amstel Vibes’ vibrant branding to life.
At the center of the campaign was a custom Tokinomo Shelfobot display, developed to emphasize the can’s UV-reactive neon design and speak directly to Brazilian shoppers.
Key elements of the activation:
This combination created a futuristic yet friendly interaction that surprised shoppers and made the product feel personally introduced.
“Every time consumers passed in front of the Vibes shelf, it was as if the company was delivering the innovation for summer directly into their hands.”
Jamille Reimberg, Business & Growth Manager at Outpromo
The campaign ran across 40 supermarkets in São Paulo, Minas Gerais, and Rio de Janeiro, reaching a wide consumer base through a blend of innovation and cultural resonance.
Quantifiable Impact:
The unique combination of sensory tech and local messaging didn’t just resonate with consumers, it also earned the attention of industry experts.
The campaign took home Silver at the POPAI Brazil Awards 2024 in the "Displays and Merchandising – Alcoholic Beverages and Tobacco" category. The judges recognized the campaign for:
This marked another milestone in Tokinomo and Creative Display’s growing legacy of innovative, award-winning retail activations.
Tokinomo continues to lead the way in in-store marketing automation, working with global brands to make physical retail more interactive and memorable. The Amstel Vibes activation is a shining example of how creative collaboration and technology can bring a brand’s personality to life, right at the point of purchase.