THE CHALLENGE/OUR APPROACH Heineken is an internationally enjoyed lager. The challenge was to re-launch Heineken to UK consumers and communicate that Heineken had changed from a 3.2% abv standard lager to a 5% abv premium position. To communicate the message of 'transformation', piranhaKid selected seven celebrities with strong images and significant media pull. We developed a sensational, new image for each celebrity and arranged a photo shoot with style photographer Rankin to capture the metamorphoses. RESULTS Independent, Metro (London), The Guardian, The Times, New Magazine, Heat magazine, FHM, Maxim, BBC Radio One, BBC Breakfast, RI:SE, BBC 3. Sales increased significantly in the first quarter following the campaign.