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Heineken Details Plans to Be 'Star' of This Holiday Season

WHITE PLAINS, N.Y. — Heineken USA plans to spread holiday cheer this Christmas season with a fully integrated marketing program that supports the brand’s larger “There’s More Behind the Star” campaign.

“There’s More Behind the Star” is Heineken’s biggest campaign and highest media investment ever in the United States. It features Academy Award-winning actor Benicio del Toro and brings Heineken to life by focusing on the brand’s quality, heritage and international footprint. 

An integrated program for the holiday season will begin in November and include TV commercials, as well as digital and social media activations intended to drive consideration of Heineken as legal drinking-age consumers plan and purchase for their holiday celebrations.

In-store holiday program elements will include merchandising and shopper marketing tactics in conjunction with partnerships with Yieldbot, Foursquare, My Web Grocer, Drizly and Shazam. These efforts will engage shoppers before and during their shopping experience and provide digital offers to drive repeat visits and purchases, Heineken stated.

Heineken will also release special holiday packaging that will invite consumers to scan a Heineken bottle or pack and then go to, where they can create their own personalized Shazam holiday card to share with family and friends, as well as unlock prizes and high-value rebates.

“Beer is an essential purchase for holiday celebrations, large and small,” said Roberto Ryder, brand manager, Heineken. “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.”

Additionally as part of the holiday program, Heineken will be partnering with both Pernod Richard USA, a spirits and wine company, and the Terra brand of vegetable chips to offer consumers shopping solutions and provide retailers with display solutions to drive incremental basket purchases.

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