“We know that during the holidays, beer is essential; it’s purchased and served to ensure that there is something for everyone,” said Jonathan Simpson, Commercial Marketing Portfolio Director, HEINEKEN USA. “Shoppers are not choosing just any brand, they want the confidence that the brands they share reflect the spirit of the season and show their friends and family how much they care. Heineken’s Light Up Your Holidays offers shoppers just that.”
To drive awareness of the campaign, Heineken has developed strategic digital partnerships with Yieldbot, Evite and Groupon Snap aimed at increasing awareness of the campaign through relevant messaging, and brand engagements that ultimately drive shoppers in store.
Heineken has also partnered with Pernod Ricard USA and Dr. Pepper Snapple group to create a total shopper solution opportunity bringing together upscale beer, leading spirits, sparkling wine and mixers, perfect for consumers looking to serve the best at their holiday celebrations. This unique, three-way partnership connects initiatives from all three companies and leverages their multichannel distribution networks. Additionally, cross-merchandising IRC (instant redeemable coupon) and MIR (mail in rebate) offers (where legal) will be available on holiday food and drink essentials including soft drinks and spirits.
To increase shopper incentive to purchase Heineken, shoppers will have the opportunity to enter the national sweepstakes to win a trip for four people to travel to New York City for the 2016 Rockefeller Center tree lighting experience.
“Many seasonal campaigns only appeal to shoppers during the key holiday selling weeks,” concluded Simpson. “The Light Up Your Holiday program remains relevant throughout the entire holiday season. The national sweepstakes and strategic partnerships/offers will keep shoppers engaged throughout the program, driving incremental sales of Heineken all season long.”
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