Heineken Talks 'Take the Stage' Spring Program

Investing $10 million to amplify message, increase awareness, encourage participation

Published in CSP Daily News

WHITE PLAINS, N.Y. -- Heineken USA Inc. has announced the details of its spring 2014 retail and on-premise promotion. The latest chapter in the brand's Legends campaign, Heineken's Take the Stage program invites adult consumers, 21 and older, to enter Heineken's national sweepstakes for the chance to be a part of the action and showcase their legendary side on stage at one of three celebrated Heineken sponsored venues: the set of the next James Bond film, DJ-ing at the Heineken House at a 2014 music festival or center court at the 2014 U.S. Open.

"Heineken's Men of the World consumers are progressive thinkers. They are confident, adventurous and they possess a legendary side," said Belen Pamukoff, Heineken brand director for Heineken USA. "Our Take the Stage spring promotion speaks directly to what makes these guys tick by offering them the chance to take center stage and immerse themselves in the experience of a lifetime made possible by Heineken."

Heineken is investing $10 million to amplify the message, increase awareness and encourage participation in the brand's fully integrated Take the Stage promotion. Targeted TV and digital advertising, traffic-stopping retail and on-premise merchandising and point-of-sale (POS) materials and channel specific instant redeemable coupons (IRC) and mail-in rebate (MIR) offers where legal will encourage consumers to engage with Heineken for a chance to claim their 15 minutes of fame on one of the world's most exciting and sought-after stages.

"Beer category growth today is driven by the upscale segment, and Heineken is leading the charge," added Pamukoff, "The March-April period includes a range of beer consumption occasions and, therefore, marks a critical selling period for our retail partners. Heineken, on promotion, drives increased traffic and spend at retail and delivers the highest lift among the top upscale brands, making Heineken the brand to promote during the spring period. Our Take the Stage Program offers retailers and on-premise accounts a fresh and exciting platform that breaks through the beer clutter and sets the stage for increased sales and profits of Heineken and Heineken Light this spring."

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.