Heineken-UEFA Retail Program Leverages Soccer 'Passion Point'

Published in CSP Daily News

Rolling out 16-ounce three-pack format designed with permanent UCL creative

WHITE PLAINS, N.Y. -- Heineken is again leveraging its partnership with the UEFA Champions League (UCL) to bring the most prestigious soccer club competition to adult fans throughout the United States.

It has designed program elements to create excitement and drive conversion at retail through interactive display Foursquare check-ins, instant wins and reward rankings and cross-merchandising offers that provide soccer fans with at-home viewing solutions. Coinciding with the program launch, Heineken is rolling out a new 16-ounce three-pack format, designed with permanent UCL creative - the perfect pack for on-the-go and sports-viewing consumption occasions.

"The UEFA Champions League is a proven passion point of Hispanic consumers," said Belen Pamukoff, brand director for Heineken at Heineken USA. "In fact, research shows that the UCL is the most interesting soccer league for Mexican male consumers between 21 to 40 years. They are inspired by the skills and dedication of the great players of the UCL."

At retail, interactive displays and POS will encourage consumers to text to sign in to the UCL program where they will gain access to the UCL mobile site. Through the site, shoppers can digitally try to match their "Half Ticket" for the chance to instantly win Heineken UCL prizes, and they can login with Foursquare where they will earn points every time they check-in at retail.

Throughout the program, participating consumers will be eligible to win Heineken UCL/Adidas-branded merchandise and signed UCL memorabilia and they will automatically be entered into a sweepstakes for the chance to win a trip to a UCL match during the 2014-2015 season. Channel specific cross-merchandising offers (where legal) on the purchase of relevant items including salty snacks, meats and ice and the purchase of Heineken or Heineken Light round out the program and provide shoppers with convenient solutions for their at-home viewing occasions.

Pamukoff concluded, "The popularity of soccer in the U.S. continues to grow particularly among Hispanic-American consumers. Our goal is to leverage the excitement that UEFA Champions League and Heineken have built worldwide to bring the spectacular experience to the U.S."

The Heineken-UEFA Champions League program runs March 1 through May 24, 2014. Program materials will be available in both English and Spanish language. The UEFA is the Union of European Football Associations.

Heineken USA, White Plains, N.Y., is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, Strongbow cider and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.