Heineken Unveils 'Savor Your Summer'
Phase II of seasonal promotion offers prizes, encourages return purchases
Published in CSP Daily News
NEW YORK -- Heineken is unveiling the details of its Phase II Savor Your Summer program, designed to encourage legal-drinking-age consumers to make their last summer gatherings legendary from Aug. 1 through Sept. 30.
Savor your Summer follows Heineken’s successful Phase I Open Your Summer promotion that kicked off the season. Activation at retail and on-premise of Phase II 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,” said 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 vs. other top imports and crafts.
“For retailers, Heineken delivers almost double the true profit vs. the upscale competition, 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 Aug. 1 through the end of September.”
Heineken USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken, the world's most international beer brand, 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.