Heineken Summer Campaign Music to Consumers' Ears

NEW YORK -- As summer approaches many malt beverage companies are gearing up for major campaigns and Heineken is no exception. This year's VIP Access program is offering consumers of legal drinking age an opportunity to rock out with live bands and music festivals.

While drinking Heineken or Heineken Light this summer season, consumers can find under-the-cap codes to enter the promotion. They can instantly win one of thousands of music rewards or be entered into multiple sweeps drawings for Heineken VIP music experiences (where legal). Those experiences include access to music events to collaborating with Fender Custom Shop to custom build their own Fender Telecaster guitar, according to a company release.

"Last year's program focused on music content, giving consumers access to unique tracks they could only get from Heineken. We have evolved that idea in '11 to tap into what our target truly craves -- great music experiences," explained Frank Polley, senior trade marketing director, Heineken USA. "By leveraging Heineken's relationships with some of the most sought after festivals, venues and music partnerships, we are giving consumers access to unique music experiences only Heineken can deliver. Consumers have the option of choosing the music experience that inspires them the most."

Consumers can also get information on the campaign through their mobile device via proprietary Heineken JAGTAG codes on all Heineken and Heineken Light packaging. "Heineken is always seeking to push the boundaries of technology because we know that's what our consumers expect of us," added Afdhel Aziz, brand director, digital, PR and brand activation, Heineken USA. "The use of JAGTAG's allows us to deliver interesting video content direct to their mobile devices that will spark further engagement with the program."

Heineken is providing retailers with an array of promotional packages, display enhancers and POS (mass displays, case stackers, case cards and cooler decals), along with in-store sampling (where legal) to encourage shoppers to purchase Heineken and Heineken Light and take part in the VIP Access program.

In addition, a take-one flier in stores features ideas on music to play and foods to serve with Heineken Lager and Heineken Light in a bid to encourage consumers to host their own summer VIP parties. There will also be cross merchandising offers including items such as water, ice and other summer staples to drive bigger basket rings at retail.