White Plains, N.Y.-based Heineken USA is asking drinkers to see past the trimmings, open a cold Heineken and Celebrate What’s Inside, during the upcoming holiday season, it says. The new national program features TV spots, social media and a limited-edition Magnum (1.5-liter) bottle to share with friends and family, it adds.
While this year’s holiday retail promotion focuses on what’s inside the bottle, the new brand campaign promotes the idea that beer drinkers can enjoy more when looked at with a fresh perspective, the company says.
Beginning in November, the campaign will be completed with TV, online digital video and social media activations that take common beliefs in everyday life and cast them in a fresh and witty Heineken point of view to drive consideration for consumers to purchase Heineken for their holiday parties and celebrations, it adds.
Consumers who Shazam a Heineken bottle at on-premise retailers will receive a $5 Uber credit, while supplies last, to ensure a safe ride throughout the holiday season. Coupons and rebates, and holiday-themed point-of-sale items will bring the program to life, the company says.
“Heineken, a family owned brand with a rich history and premium credentials spanning 150 years, is confident in asking consumers to Celebrate What’s Inside, to celebrate the Heineken that consistently delivers the quality that consumers seek,” said Bjorn Trowery, director of external communications at Heineken USA, in a statement.
“Beer is an essential purchase for holiday celebrations, large and small. More than any other season, consumers want the brands they serve during the holidays to reflect the spirit of the season and the quality they expect, and to show their friends and family how much they care,” he added.