Heineken Unveils 'Open Your Summer' Promotion

Ties six limited-edition bottles inspired by global cities into contest

Published in CSP Daily News

WHITE PLAINS, N.Y. -- Heineken has unveiled the details of its Open Your Summer program, designed to reward and build on the excitement of summer's celebrations through a 360-degree activation at retail and on-premise from May through July.

TV and digital advertising, a mobile consumer engagement platform, limited-edition packaging and a tiered national sweepstakes awarding daily and grand prizes invite adult consumers, 21 and older, the chance to customize, share and win "the summer of their dreams."

To kick off the program, Heineken is unveiling six limited-edition bottles inspired by the global cities they represent--New York, London, Berlin, Amsterdam, Rio and Shanghai. From May 1 through July 4, every Heineken lager pack featuring the City Bottle labels will feature an under-the-cap code, giving retail shoppers the chance to win grand prizes as well as occasion-relevant daily prizes when they visit heineken.com and enter their code.

Winners will select between a variety of daily prizes that elevate their summer gathering occasions including Mini Big Green Egg, Jambox, Mophie and many more season-relevant prizes. Every code entered also automatically places them into a grand prize sweepstakes for a trip to one of six destination trips that correspond to the cities featured on the limited-edition bottles. Grand prize winners will be selected in waves throughout the promotion period.

"Heineken's Open Your Summer promotion taps into the energy and excitement of summer's casual gatherings and provides our retail and on-premise partners with a robust program that will engage their customers, increase their register rings and keep them coming back for more," said Jonathan Simpson, senior director of commercial marketing for Heineken USA.

Targeted TV and digital advertising, traffic-stopping retail and on-premise point-of-sale (POS) materials including expandable, scalable display pieces and channel specific IRC (instant redeemable coupon) and MIR (mail in rebate) offers, where legal, will encourage consumers to engage with Heineken for a chance to win prizes that instantly upgrade their summer entertaining.

"Memorial Day and July 4 are two of the top-five selling weeks of the year for Heineken and total beer. During this period, loyal upscale Heineken shoppers in the grocery channel make more trips and spend more on Heineken compared to other top imports and crafts," said Simpson. "For retailers, Heineken delivers almost double the true profit versus the upscale competition making Heineken the brand to promote during the summer period. Our Open Your Summer Program stands apart from the clutter by allowing consumers to choose their own daily prizes from a perfectly paired gallery of options. It's a personal touch designed to enhance their summer and keep them engaged throughout the promotion."

White Plains, N.Y.-based Heineken USA Inc., a leading beer importer, is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken, Strongbow Hard Apple Ciders, Desperados, Amstel Light and Newcastle Brown Ale. Heineken USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.