Heineken Brands Prep New Fall Programs
WHITE PLAINS, N.Y. — Heineken brands are gearing up for fall with new promotions to drive customer engagement.
With its harvest promotion, Strongbow Hard Apple Cider will encourage its consumers to add more flavor to their harvest season with Strongbow’s line of flavors. The program will incorporate TV spots, social media support, interactive applications, sampling and exclusive offers, as well as a Strongbow Flavor Quiz.
“As the leader in flavors, Strongbow is constantly looking for new ways to engage consumers,” said Eric Markus, brand director for Strongbow. “Cider sales peak during the fall and this season Strongbow is inviting consumers of legal drinking age to take the Fall Flavor Quiz to discover which Strongbow hard cider best suits their personality and learn about the brand’s range of award-winning flavors. Strongbow will also provide tips for great fall experiences, while encouraging consumers to choose Strongbow as their go-to drink for the season’s social occasions.”
National TV advertising featuring actor Sir Patrick Stewart, combined with social and digital media, will build consumer awareness and drive engagement along their path to purchase, the brand noted. Consumers will be encouraged to visit Strongbow.com to take the flavor quiz and use the online product locator to find where Strongbow is sold in their area.
In-store, the program will come to life through themed table tents, banners, coasters and posters, as well as sampling. Consumers will also be able to purchase Strongbow-branded glassware through a mobile offer in select markets.
“Strongbow’s range of award-winning flavors are bringing more and more flavor-seeking consumers into the beer aisle,” added Markus. “Our harvest season promotion provides all the elements for retailers to leverage Strongbow’s positive momentum and increase their fall cider sales and profits.”
DOS EQUIS, TOO
As the Official Beer Sponsor of the Collge Football Playoff, Dos Equis will invite consumers this fall to make Dos Equis their brand of choice through its 360-degree retail and on-premise program.
The season-long promotion includes TV commercials, digital and mobile partnerships, limited-edition packaging and special offers. Consumers can also enter a sweepstakes for a chance to win a VIP experience at the College Football Playoff National Championship in Tampa Bay, Fla.
“Dos Equis is the perfect choice for those who enjoy interesting experiences with friends,” said Andrew Katz, vice president of marketing for Dos Equis. “College football is a dynamic and social occasion that calls for a brand that celebrates the high energy level of game-day viewing. Our college football program provides college football fans with everything they need to elevate their gameday experience and aspire to game day greatness in Dos Equis’ celebrated ‘Stay Thirsty’ style.”
National TV spots will run September through January. Digital and mobile partnerships will direct consumers to the mobile sweepstakes hub where they can receive instant access to exchange college football content and enter for a chance to win weekly prizes and the ultimate VIP experience to the national championship game.
In-store, program elements include standees, pennant streamers, price cards, cooler decals, display toppers and case stackers. Limited-edition packaging will highlight partnerships and the sweepstakes and will be available starting in November.
“Since 2012 Mexican Import is the only segment in the category that has shown consistent double-digit growth year-over-year. Within the Mexican Import segment, Dos Equis drinkers make 36-percent more shopping trips, and spend 30-percent more per trip than the leading Mexican Import," noted Katz. "Our college football program will allow retailers to leverage the growth of Dos Equis and the Mexican Import category among fans of college football, the second most watched sport in the United States.”
In addition, Dos Equis will execute fan engagement on-site at the College Football Playoff Semifinals, the College Football Playoff National Championship and the “New Year’s Six” bowl properties, including the Allstate Sugar Bowl, Capital One Orange Bowl, Fiesta Bowl, Goodyear Cotton Bowl Classic and Rose Bowl Game presented by Northwestern Mutual.