At retail, a variety of promotional packages, display enhancers and POS (point-of-sale mass displays, case stackers, case cards and cooler decals), along with in-store sampling (where legal) will encourage [image-nocss] shoppers to purchase Heineken and Heineken Light and take part in the summer program. A take-one "rider" at retail features ideas on music to play and foods to serve with Heineken Lager and Heineken Light encouraging consumers to host their own summer VIP parties.
In addition, a variety of cross merchandising offers including popchips and Stoli Vodka and items such as water, ice and other summer staples will be available to drive bigger basket rings at retail.
While enjoying Heineken or Heineken Light at their favorite local bar or shopping for their import beer of choice at retail, adult consumers can find under-the-cap codes, which will enable them to enter the promotion. Consumers can instantly win one of thousands of music rewards or be entered into multiple sweeps drawings for Heineken VIP music experiences (where legal), from access to the summer's hottest music events to collaborating with the Fender Custom Shop team to custom build their own Fender Telecaster guitar.
"Last year's program focused on music content, giving consumers access to unique tracks they could only get from Heineken" said Frank Polley, senior trade marketing director for Heineken USA. "We have evolved that idea in '11 to tap into what our target truly craves--great music experiences. By Leveraging Heineken's relationships with some of the most sought-after festivals, venues and music partnerships, we are giving consumers access to unique music experiences only Heineken can deliver. Consumers have the option of choosing the music experience that inspires them the most."
Polley concluded, "More and more, consumers are looking for authentic, premium brands that offer them unique experiences. Heineken has long been associated with music and this summer we will continue to inspire our consumers through our fully integrated Heineken VIP Access program."
Building on Heineken's use of Scanlife 2D Codes last summer, consumers can also access information about the promotion through their mobile device via proprietary Heineken JAGTAG codes on all Heineken and Heineken Light packaging.
"Heineken is always seeking to push the boundaries of technology because we know that's what our consumers expect of us," said Afdhel Aziz, brand director, digital PR and brand activation for Heineken USA. "The use of JAGTAG's allows us to deliver interesting video content direct to their mobile devices, that will spark further engagement with the program."
Heineken USA is a subsidiary of Heineken International BV. Brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.
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