Heineken beer is kicking off the 2018 season of the International Champions Cup (ICC) with a retail sweepstakes with exclusive prizes, all geared to drive in-store traffic and encourage purchase, the White Plains, N.Y.-based company said. As the exclusive beer sponsor of ICC, Heineken aims to elevate game-day drinking for the professional soccer competition.
National and regional POS materials will drive the connection between Heineken and the ICC viewing occasion to attract more shoppers, maximize basket rings, and drive conversion and incremental drinking occasions, the company said. A sweepstakes offering consumers a chance to win exclusive prizes and experiences, including “Fan of the Match,” will be augmented by media running throughout the ICC season to deliver billions of consumer impressions.
Meanwhile, Heineken, as the official beer sponsor of Major League Soccer, is helping consumers choose a new team to cheer for this summer. With the U.S. men’s national soccer team out of international competition, Heineken is offering consumers limited-edition scarves to cheer on the teams that remain.
From late May through August, Heineken's "Raise Your Scarf" promotion is intended to increase Heineken features and displays to maximize retail sales and profits. POS can be leveraged to attract consumers, drive conversion, maximize basket rings and drive incremental drinking occasions.
Heineken is also embracing its fun side with a new campaign that makes the beer the life of the party. The “Cheers to the Unexpected” campaign “leans into the celebratory occasions and true reasons why people enjoy beer: Connecting with friends and enjoying the moments you never knew would happen.” The series of TV commercials, digital spots and outdoor branding is the first marketing campaign with new Heineken USA Chief Marketing Officer Jonnie Cahill at the helm.
Photo courtesy of Heineken USA.