The fully integrated on- [image-nocss] and off-premise program is designed to provide retailers with the tools to boost sales of Heineken and Heineken Light this summer, the company said.
Beginning in May, interactive retail displays featuring light, sound and themed display enhancers, including branded guitars, iPod docking speaker with amp and lighted music towers, will create in-store music destinations that feature promotional packs, summer entertaining guides, cross-merchandising offers and Heineken and Heineken Light consumer sampling where legal.
The company said it hopes that custom-designed promotional packaging will motivate consumers to purchase to look "under the cap" and claim one of 53 million music rewards available. Rewards, claimed by scanning or texting in the code found under the cap, range from downloads of exclusive music tracks from Universal Music Group and limited-edition merchandise from Fender Guitars to access to summer music events.
On-pack shot code technology allows the consumer to instantly receive a Heineken Music Challenge app by downloading the code. Instant redeemable (IRC) and mail-in (MIR) cross-merchandising offers provide further incentive to buy Heineken, Heineken Light and relevant products and drive bigger basket rings to retailers.
"Summer is filled with awesome experiences that can be enhanced with the right premium beer," said Breege Murphy, channel marketing manager of Heineken USA. "[The] program has all of the elements to inspire consumers to seize the moment and 'plug in' by creating the ultimate summer party at home through the fusion of great music, incredible fusion food suggestions and ice cold Heineken and Heineken Light beer."
White Plains, N.Y.-based beer importer 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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