4 Retail Promotions From Heineken
By Steve Holtz on May 04, 2017WHITE PLAINS, N.Y. -- White Plains, N.Y.-based Heineken USA has launched a host of promotions that it hopes will propel more consumers to drink its Heineken and Heineken Light beers from Amsterdam.
From sponsorships to new packaging, each of the promotions includes related retail materials to drive traffic in stores.
Here’s a look at what’s on tap …
1. Soccer sponsorship
With a deep heritage in the soccer space, Heineken will be the presenting sponsor for every International Champions Cup (ICC) match in the United States in July.
Since 2013, the annual ICC presented by Heineken has become a highlight on the global soccer calendar, according to Heineken USA, and its fifth North American act is promising to be the most ambitious yet. Eight of the world’s greatest teams will play in stadiums across North America July 19-30.
As sponsor, Heineken saw high single-digit uplift in volume sales within markets that activated ICC materials at retail last year, according to the company.
“We will build on this momentum in 2017 with an even bigger program,” said Rob Ryder, Heineken brand manager.
Promotional materials will include soccer-themed point-of-sale (POS) materials to support in-store features of the promotion and display activity.
2. Packaging innovation
Heineken is launching the “Coolerpack,” an engineered 18-pack cardboard packaging innovation that allows consumers to chill their Heineken beer by simply removing the top to the case and adding ice.
The Coolerpack is the newest edition to the Heineken range of packaging configurations, bringing convenience and occasion-based purchase choice to beer drinkers everywhere, according to the company.
Designed for consumers to pop open the top, fill the pack with ice and enjoy a cold Heineken, the Coolerpack will keep consumers cool in the heat all summer long, driving incremental sales and profits for retailers who stock and display the innovative new item, according to the company.
Heineken POS will enhance display presence in high-traffic areas of stores to drive awareness of the Coolerpack. Retailers can look to maximize volume and profit and drive basket ring by cross-merchandising with ice for convenience shopping, Heineken said.
3. Partnering with Bruno Mars
During summer 2017, The Cities Project by Heineken is partnering with the Bruno Mars 24K Magic World Tour to help fund community-improvement projects across the country and awarding consumers with tickets to the music tour.
The Cities Project helps bring to life ideas that make great cities even greater, the company said. This summer, selected consumers who donate to one of 11 locally relevant Indiegogo campaigns across the country will receive concert tickets to the tour.
The promotion will leverage the summer-long concert series as a catalyst to funding projects that give back to American cities from New York to Los Angeles to Waikiki, Hawaii, and many in between.
The program will be supported at retail and on-premise with POS materials and a simple text-donate-get opportunity to attract shoppers, drive conversion, and maximize basket ring and check average.
4. Return of Neil Patrick Harris
Heineken Light has extended its advertising efforts with actor Neil Patrick Harris.
The brand spokesperson will appear in a series of three spots this year, showcasing Heineken Light’s flavor through wit and lighthearted humor.
Watch the first spot, called "Hypnotize," below.