For the upcoming holiday season, Heineken, a brand of White Plains, N.Y.-based Heineken USA, is spreading the cheer with a fully integrated program supported by the brand’s There’s More Behind the Star credentials campaign. The campaign, featuring Academy Award-winning actor Benicio del Toro, brings Heineken to life by focusing on the brand’s quality, heritage and international footprint, the company says. There’s More Behind the Star represents the brand’s biggest campaign and highest media investment to date in the United States, it adds.
Beginning in November, TV ads and digital and social media activations will reinforce Heineken’s credentials and drive consideration as legal-drinking-age consumers plan and purchase for their holiday celebrations, the company says. A full suite of retail and on-premise merchandising elements and shopper marketing tactics, including partnerships with Yieldbot, Foursquare, My Web Grocer, Drizly and Shazam, will engage shoppers before and during their shopping experience and provide digital offers to drive repeat visits and purchases. Additionally, holiday packaging invites consumers to scan a Heineken bottle or pack and go to www.heineken.com where they can create a personalized Shazam holiday card to share with family and friends and unlock prizes and high-value rebates (where legal), it adds.
In addition, Heineken is again partnering with Pernod Ricard USA spirits brands and Terra brand real whole vegetable chips to offer consumers total shopping solutions at retail and provide retailers with display solutions to drive incremental basket rings.
“Beer is an essential purchase for holiday celebrations, large and small,” said Roberto Ryder, brand manager of Heineken at Heineken USA, in a statement. “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, delivers the quality and confidence consumers seek.”