WHITE PLAINS, N.Y. — Heineken USA has launched three new campaigns to keep its collection of imported beers on consumers' minds this summer.
Here's a look at the new campaigns for Dos Equis, Tecate and Heineken ...
Starting in May, Dos Equis is rolling out a multichannel promotion with the catchphrase “The Beer That Makes Summer Summer.” The marketing plan builds on the brand’s Interesante campaign and offers consumers a chance to win daily prizes that include summer essentials. By putting an "interesante" twist on summer beer drinking occasions, Dos Equis aims to keep shoppers stocking up all summer long.
This May-August promotion takes the summer essentials featured in the brand’s TV advertising, “Hit Single,” and offers them as consumer prizes. Localized activations in Texas and California, including social and digital media, will feature the prizes, while radio, out-of-home, media partnerships, PR stunts and POS provide additional support. A sweepstakes gives consumers who snap and text a picture of their summer moments with Dos Equis a chance to win a fanny pack cooler or a summer box packed with the summer essentials. Display enhancers including standees, inflatable cooler floats and towel jackets intended to drive shopper awareness and takeaway, the company said.
Tecate beer is welcoming summer with carne asada and barbecue when the “Food First” beer drinking occasion brings consumers together for outdoor grilling and sharing good times. Tecate is offering consumers a chance to win a VIP grilling experience with Weber at the Grilling Together Fest in San Antonio, Phoenix and Los Angeles. This May-August retail promotion engages beer drinkers in the summer grilling ritual and provides retailers with a sales and profit opportunity from shoppers looking to stock up on Tecate to accompany traditional carne asada or other BBQ recipes.
The integrated marketing program incorporates bilingual POS, display enhancements, digital and social media, new TV advertising that supports the Food First occasion, and a partnership with Weber grill and Kingsford Charcoal to drive cross-merchandising and rebate offers (where legal). Through a friendly competition, consumers can register teams (of two to seven people) at the Grilling Together Fest, showcase their special grilling recipes and be judged by Weber’s Grill Masters. The promotion will also give any consumers the opportunity to win exclusive recipes and enter for a chance to win one of 100 Tecate-Weber Grills on a weekly basis.
The multichannel promotion, tailored to grocery, convenience and liquor stores, is designed to drive sales through trial, maximize brand awareness, recruit new consumers and engage shoppers.
Heineken USA is playing an upbeat tune this summer with special music packaging and daily music-themed prizes that include Spotify and Live Nation gift codes. Through Sept. 30, consumers are invited to enter a daily sweepstake for a chance to win six-month Spotify Premium memberships and $100 Live Nation gift cards. The grand prize will include an exclusive music experience with flights, hotel accommodation and Live Nation gift cards. Consumers who enter using the special packaging and share through social-media platforms Twitter and Instagram with #HeinekenEncoreSweeps will be eligible for prizes. The special packaging is available in six-, 12- and 24-pack bottles.
The integrated marketing program combines national and regional broadcast and digital media to drive awareness; off-premise shelf, display and cooler merchandising; a light-up label and digital resource tool on-premise; specially marked packaging; and social engagement platforms that urge consumers to share stories, photos and music with friends online.
White Plains, N.Y.-based Heineken USA is a subsidiary of Heineken International NV. Its key brands imported into the U.S. are Heineken, Dos Equis, Tecate and Strongbow Hard Apple Ciders.