Following a successful Phase I of Heineken's "Savor Your Summer" program, the beer brand has unveiled the details of Phase II, set to run Aug. 1 – Sept. 30.
The new activation will feature on-premise POS including posters, table tents and drink coasters with unique key words directing consumers to enter a sweepstakes for a chance to win prizes, including grilling accessories, games and local event tickets.
“The Labor Day period includes two of the top 10 selling periods of the year for Heineken and for total beer," said Jonathan Simpson, senior director commercial marketing, Heineken USA. "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.”
The promotion will see continued support from Heineken's "Open Your City" TV campaign, which features additional display and POS materials, as well as instant redeemable coupons and mail-in rebates.