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Brand Profile: Timely Messaging Meets Good Cheer

Posted on  | October 31, 2014   Bookmark and Share
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This Q4, Heineken USA has recharged programs to increase action at point of sale.

Driving better beer sales over the holiday season can be difficult, as consumers sometimes look outside their usual drink of choice. This year, from Halloween through New Year’s, Heineken USA has big plans to provide retailers with tools for success, leveraging both traditional and modern techniques.

“During the holidays, consumers focus on appreciating friends and family and showing they care,” says Jonathan Simpson, Senior Director, Commercial Marketing, Heineken USA. “They want confidence that they are making the right purchasing decisions.”

Simpson adds that during the holidays, the upscale segment is the only portion of the beer biz to grow share, so Heineken has developed a fully integrated program that will engage shoppers.

Advertising on television, outdoors and digital, along with various social media platforms, is designed to increase awareness and drive traffic to retail outlets. This year, the campaign includes:

  • Geo-targeted mobile ads and a partnership with Evite, among other digital assets
  • In-store, targeted shelf blades 
  • Holiday messaging on large and small format displays and POS 
  • Out-of-category merchandising solutions
  • A cross-category partnership with Korbel

With an emphasis on point of sale, these executions have been designed to increase basket ring and encourage repeat purchase.

Tying Halloween to New Year’s Eve

For Dos Equis, its annual Halloween push—the Dos Equis Masquerade sweepstakes—this year ties in with New Orleans as the destination for the “Ultimate Masquerade.” Masquerade-themed six- and 12-packs (both Lager and Amber) will ship throughout Q4. The campaign will include a partnership with Shopkick, a popular shopping app that alerts users to promotions the second they enter a store.

“The city of New Orleans, a destination known for its irreverence, celebrations, music and food, offers the perfect backdrop for Dos Equis’ Ultimate Masquerade Party,” says Simpson. “The lucky national sweepstakes winner will get to attend the event, which will feature a performance by the legendary Q-Tip and an appearance by the iconic “Most Interesting Man.” (This marks the fourth consecutive year of the Masquerade sweepstakes program, with previous events held in New York City and Miami.)

An array of digital support—Evite, Brand.Net and InMobi—is intended to drive consideration and shopper traffic to retail outlets. In addition, consumers will be encouraged to share their Dos Equis content through Facebook, Twitter and Instagram, generating greater awareness and engagement to ultimately drive incremental sales. Cross-category partnerships with Sauza and Twang Beer Salt along with additional coupon offers are also new to the program this year.

Sports Get Social

Like with the other brands, social media is a big part of Newcastle’s fall sports promo. Viewed as passionate about sports and interested in staying connected socially, Newcastle consumers will be on the receiving end of “Drink the Beer. Get the Gear,” a campaign that promotes the purchase of Newcastle Brown Ale for sports viewing gatherings and encourages fans to share their experiences via Twitter for the chance to win prizes.

“Social media is key to building brand loyalty and increasing consideration and purchase of Newcastle Brown Ale, while delivering value to both retailers and bars alike,” says Simpson. The program targets all fall sports viewing occasions with a nod to football, the season’s biggest fan draw. The program is national in scope with built in flexibility for local customization to maximize results, he says.


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