During November and December Heineken® will “Spread Holiday Cheer” by giving beer drinkers a chance to win up to $5,000, because everyone can use a holiday bonus. And to make a big occasion even bigger, Heineken® is offering an exclusive limited-edition Magnum bottle (50.7 fl. oz.) to share with friends and family on the gift list during the season of giving and receiving. Fully integrated with the brand’s powerful ‘There’s More Behind the Star’ credentials campaign featuring Academy Award winning actor, Benicio del Toro, the holiday program focuses on product quality, rich heritage, and the joys of giving big throughout the season.
Beginning in November, TVC, on-line digital video and social media activations will reinforce Heineken’s credentials and drive consideration as LDA+ consumers plan and purchase for their holiday celebrations. With no purchase necessary, a simple text-to-win promotion at retail shoppers can purchase Heineken® or Heineken® Light, snap a picture of their receipt, and text it to 88500 for a chance to win some holiday cheer: up to $5,000 as well as other great prizes! Holiday-themed POS will bring the program to life at retail and on-premise. The program, with its impactful merchandising, will increase features and displays, and drive incremental sales with a unique gifting proposition. Retailers who put Heineken® on their list this holiday will see Heineken® and the new Magnum bottle on the list of their most loyal beer shoppers throughout the season of joy.
“Beer is an essential purchase for holiday celebrations, large and small,” said Raul Esquer Lopez, Brand Manager at HEINEKEN USA, “More than any other season, consumers want the brands they serve and enjoy during the holidays to reflect the spirit of the season and show their friends and family how much they care. Heineken®, a family owned brand with a rich history and premium credentials spanning 150 years, is spreading cheer in a big way this holiday, and will deliver the quality and confidence consumers seek.”
Retailers can be confident, too. Heineken® remains the #1 European Import[1], Heineken® Light is the Best Tasting Light Beer1, and Heineken® delivers 20% higher lift and incremental profit versus the Upscale segment when promoted[2]. Further, Heineken® has a more valuable shopper with 22% higher income, that drives 15% more trips and 16% higher basket ring versus the average beer drinker[3]. This year, Heineken® is spreading holiday cheer to consumers and business operators alike, making everyone’s holiday happy.
[1] Nielsen 12.28.15.
[2] Nielsen FDCM+ 52 Weeks Ending 12.31.16.
[3] Nielsen Panel 2015.
