Heineken, the top European import beer in the United States, is tackling football fandom with a retail program offering adult consumers the opportunity to win the brand’s “Ultimate Viewing Party” experience in Las Vegas. The event provides retailers with a way to drive shopper mindsets -- and purchases -- to Heineken and Heineken Light for one of the most important occasions of the sports-watching year.
Heineken’s first retail program of the year directly targets men of the world – those who enjoy socializing, watching sports, and sharing those experiences with their friends in person and online via social media. Consumers can get ready for some football through a Facebook picture contest (where legal) that spurs sports fans to buy Heineken at grocery, c-store and liquor retailers for a shot at heading Vegas to watch the Big Game.
“Football is a key occasion for at-home entertaining, and beer is an integral part of the celebration,” noted Andrew Freeman, trade marketing manager at White Plains, N.Y.-based Heineken USA “Our Heineken Ultimate Viewing Party program has been developed to help retailers dress up the store, encourage cross-merchandising and drive impulse purchases of Import beer that delivers a higher profit margin. It also provides our Man of the World consumer with an exceptional drinking experience to share within their own peer networks.”
The retail program encompasses multi-format display pieces and enhancers, football-themed POS, and instant and mail-in cross-merchandising offers (where legal) on party snacks.