Heineken Gears Up for End of Football Season

WHITE PLAINS, N.Y. — Based on the success of last year’s program, Heineken USA is bringing back its "What's Your Play?" portfolio retail program. The campaign, slated to run Jan. 1 through Feb. 28, is aimed at helping consumers gear up for the end of the football season.

The program will kick off with a Twitter sweepstakes, in which Heineken USA portfolio brands will ask fans to "share their best plays for life's days challenges," tagging the @WhatsYourPlay handle. Participants will have a chance to win prizes and receive a digital coupon.

The campaign will be supported by in-store point-of-sale materials, cross-merchandising offers, as well as instant redeemable coupons and mail-in rebates offering discounts on chips, dips and deli platters.

Heineken will also incorporate strategic digital partnerships with mobile apps like Ibotta and Yelp.

“Men aren’t looking for a beer that says they’re an expert on football,” said Ralph Rijks, senior vice president of marketing for the Heineken brand. “In fact, the Heineken drinker loves the opportunity for a get-together with friends that the game provides as much as the game itself. The What’s Your Play? program inspires men to choose Heineken USA's premium import brands to share with friends and elevate their game day experience.”

The relaunch of "What's Your Play?" is driven by the success of last season’s program, which saw substantial shopper impressions and a 1-percent lift across the portfolio, the company said.