WHITE PLAINS, N.Y. -- Heineken will bring its "There's More Behind the Star" campaign to retail this holiday season through limited-time packaging and a collection of merchandising elements and marketing tactics.
The campaign, featuring Academy Award winning actor Benicio del Toro, brings Heineken to life by focusing on the brand’s rich heritage and international footprint. "There’s More Behind the Star" represents the brand’s biggest campaign and highest media investment ever in the United States.
Beginning in November, TV, digital and social media activations will reinforce Heineken’s credentials and drive consideration as legal-aged consumers plan and purchase for their holiday celebrations. A full suite of retail and on-premise merchandising elements and shopper marketing tactics, including partnerships with Yieldbot, Foursquare, My Web Grocer, Drizly and Shazam, will engage shoppers before and during their shopping experience and provide digital offers to drive repeat visits and purchases.
Special holiday packaging invites consumers to scan a Heineken bottle or pack and go to Heineken.com, where they can create their own personalized Shazam holiday card to share with family and friends and unlock prizes and high-value rebates (where legal).
In addition, Heineken is once again partnering with Pernod Ricard USA spirits brands and Terra brand real whole vegetable chips to offer consumers total shopping solutions at retail and provide retailers with display solutions to drive incremental basket rings.
“Beer is an essential purchase for holiday celebrations, large and small,” said Roberto Ryder, brand manager of Heineken, Heineken USA. “More than any other season, consumers want the brands they serve and enjoy during the holidays to reflect the spirit of the season and show their friends and family how much they care."
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