Heineken USA Brands Aim to Heat Up Summer Sales

WHITE PLAINS, N.Y. — Knowing that summertime is prime time for beer purchases, Heineken USA launched new seasonal promotions for its Dos Equis and Heineken Light brands.

Dos Equis' retail and on-premise program for summer 2015, dubbed "Luna Rising," seeks to "capitalize on the outdoor summer occasions that rise with the moon," according to the company.

Running June 1 through the end of August, the campaign includes limited-edition primary and secondary packaging that directs consumers to enter a sweepstakes for the chance to win a VIP trip to an exclusive Dos Equis Luna Rising party. Consumers can also enter by uploading photos of their own celebrations to Instagram using the #LunaRising hashtag.

The effort is supported by national TV spots featuring the "Most Interesting Man in the World," and partnerships with digital shopper media and search engine marketing including Ibotta, Brand.net, Evite, Google Search and News America.

Retail support includes light-up displays and point-of-sale items such as pole toppers, five- and 10-case stackers, and cross-merchandising offers.

“The moon is a source of curiosity, mystery and intrigue among … consumers. And this summer, Dos Equis will own the transition from day to night by focusing on the moon’s unique ability to transform casual gatherings into more extraordinary celebrations," said Ryan Thompson, brand director for Dos Equis. "Our Dos Equis Luna Rising taps into the energy of the nighttime occasion while providing our retail partners with a distinct, ownable and on-trend program to drive incremental sales of Dos Equis and Dos Equis Dos-A-Rita.”

Meanwhile, the company’s Heineken Light brand is celebrating warmer weather with the launch of a new 360-degree program, "Best Tasting Light," that encourages consumers to make Heineken Light their go-to beer for summer gatherings.

The program, which runs through the end of August, is supported by Best Tasting Light TV spots, in tandem with digital activations through partnerships with Ibotta and Bazaarvoice, which provide special offers to incentivize purchase.

Heineken USA will also team up with The Onion to create a series of short videos to generate buzz on Heineken Light’s Money Back Guarantee. As CSNews Online previously reported, the beer brand is offering a money-back guarantee to adult consumers who try a Heineken Light and to get the message across, Heineken USA is partnering for the second year with actor Neil Patrick Harris on a new commercial and digital video that bring the offer to life in a humorous way.

"What we're saying in the new creative is pretty simple: Heineken Light is a great-tasting light beer," said Harris. "But if you're crazy enough to not agree, Heineken will give you your money back."

The money-back offer follows the 2014 World Beer Championships announcement of Heineken Light as the "Best Tasting Low Calorie Lager" for the second year running.

“We are so confident in the superior quality and taste of Heineken Light that we are putting our money where our mouth is by offering a money-back guarantee (where legal) to … consumers," said Nipa Parekh, senior brand director for White Plains-based Heineken USA.

Additional Best Tasting Light campaign support includes in-store signage and sampling events.