Heineken USA Announces “Share the Heineken. Spark Your Holidays” Program
By Adam Rains
“The holidays are the time when consumers reconnect with friends and family in meaningful ways,” noted Jonathan Simpson, Director of Commercial Marketing, HEINEKEN USA. “This season, Heineken is celebrating one of the greatest moments of connection — when a cold beer is shared with those who matter the most. As a premium, imported lager, Heineken is the perfect beer for these special occasions. Through this year’s program elements, Heineken is encouraging consumers to choose Heineken and Heineken Light while offering retailers the selling tools they need to drive traffic and increase sales and profits of Heineken and Heineken Light.”
Partnerships with Ziplist and Evite, will capture and empower shoppers pre-shopping trip with tools to help them relieve holiday stressors and organize their gatherings, while also encouraging them to add Heineken to their holiday shopping lists. In addition, targeted media including national TV, digital, and social media will keep Heineken top of mind.
At retail, a range of custom-designed display and POS materials will stand out from the holiday clutter to remind consumers to choose Heineken for their holiday gatherings and celebrations.
Simpson added, “2014 marks the third year of our partnership with Korbel, a successful partnership that resulted in 6% lift in sales at participating club store outlets in 2013. Both of these premium brands are a natural choice for consumers who want to serve the best at their holiday celebrations.” Simpson concluded, “The holidays are a time for people to show they care, and they want confidence that they are making the right decisions. As a premium imported beer, Heineken & Heineken Light provide the confidence needed in the purchase decision.”