Heineken Unveils “Savor Your Summer”, Phase II of the Brand’s Robust Summer PromotionJuly 24, 2014 By: Nightclub & Bar
August and September mark the time when the end of the summer looms large and thoughts turn to making the most of every moment that remains before the season fades to fall. Following the brand’s successful Phase I Open Your Summer promotion, Heineken is unveiling the details of its Phase II Savor Your Summer program, designed to encourage LDA consumers to make their last summer gatherings legendary from August 1st through September 30th. Savor your Summer activation at retail and on-premise features media support, a mobile consumer engagement platform with occasion relevant daily prizes awarded and special offers to engage consumers and provide the tools they need to savor summer to the last drop.
Heineken’s “Open Your City” TV Campaign will continue to drive consumers to their local retail outlets throughout the promotion period. In store, traffic-stopping display and POS materials including pole toppers and cross-merchandising case stacker displays along with channel specific IRC (instant redeemable coupon) and MIR (mail in rebate) offers (where legal) will encourage shoppers to choose Heineken or Heineken Light and enter a daily sweepstakes for a chance to upgrade their end-of-summer entertaining. To participate, shoppers enter the unique key words featured on Savor Your Summer POS at Heineken.com where they can win instant daily prizes including a Mini Big Green Egg (one awarded every day throughout the promotion), grilling accessories, outdoor games and local event tickets.
On-premise, eye-catching POS elements including posters, table tents and drink coasters featuring unique key words will encourage patrons to engage with Heineken and enter the sweepstakes. Consumers can enter daily, increasing their chance of winning great summer prizes while driving traffic and repeat purchase for on-premise operators.
“During the summer months, people embrace every opportunity to socialize outdoors with friends and family and the products and brands they chose for their celebrations are often influenced by promotions and special pricing,” noted Jonathan Simpson, Senior Director Commercial Marketing, HEINEKEN USA. “The Labor Day period includes two of the top 10 selling periods of the year for Heineken and for total beer and research shows that loyal upscale Heineken shoppers (79.1%) make more trips and spend more on Heineken versus other top imports and crafts. For retailers, Heineken delivers almost double the true profit versus the upscale competition4 making Heineken the brand to promote this Labor Day period. Our Savor Your Summer Program provides all the tools and support retailers and on-premise operators need to keep their customers engaged and coming back for more from August 1st through the end of September.”