WHITE PLAINS, N.Y. -- Heineken USA Inc., a leading importer of upscale beer brands, is delivering big-game excitement this football season with the "What's Your Play" portfolio retail program.
From Jan. 3 to Feb. 1, 2015, program elements including dynamic in-store point-of-sale (POS) and merchandising elements, compelling cross-merchandising offers and a multi-prize, Twitter-driven sweepstakes will challenge legal-drinking-age consumers to choose Heineken USA's portfolio of upscale import brands including Heineken, Heineken Light, Dos Equis and Strongbow Hard Apple Cider for their entertaining needs.
Heineken USA is challenging consumers to follow @WhatsYourPlay on Twitter to get in the game during playoff season. By tweeting answers to questions posted every 20 minutes, consumers have multiple chances to win a range of Heineken, Dos Equis and Strongbow branded prizes. Participating consumers will automatically receive a bounce back tweet with a mail-in rebate (MIR) or instant-redeemable coupon (IRC) helping drive repeat store traffic and incremental sales at retail where legal.
In store, six- and 10-case stackers, expandable poletoppers, eye-catching POS and channel-specific cross-merchandising offers where legal on occasion-relevant items provide shoppers with confident entertaining solutions including higher margin Heineken, Heineken Light, Dos Equis and Strongbow brands.
"Football's ultimate showdown is a time when host and guest expectations are heightened for big-game viewing parties," said Jonathan Simpson, director of commercial marketing for Heineken USA. "What's Your Play gives shoppers the assurance they need to choose the upscale brands of Heineken USA and do game day differently. Our brands will elevate the consumer's experience and impress party guests while generating more retail traffic, repeat purchase and incremental profits for retailers."
White Plains, N.Y.-based Heineken USA Inc., a leading upscale beer importer, is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken, Strongbow Hard Apple Ciders, Desperados, Amstel Light and Newcastle Brown Ale. Heineken USA also imports the Dos Equis, Tecate, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.
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