WHITE PLAINS, N.Y. — Heineken USA Inc. is debuting new strategies to highlight its namesake beer brand and several of its other key brands — including a change to "The Most Interesting Man in the World" campaign.
To promote the Heineken brand, the company launched an integrated, global marketing campaign called "There's More Behind the Star." The campaign includes a fully integrated marketing program that incorporates national television, digital and social support, along with limited-edition packaging, display and point-of-sale (POS) materials, and special consumer offers.
"Consumers increasingly want to know what is happening behind the scenes in all areas of their lives. This includes the beer they drink," said Ralph Rijks, senior vice president, Heineken. "Heineken has a wealth of authentic back stories that make up its rich history and illustrate why its popularity is so enduring. Our new campaign is designed to bring these stories to life in a fresh and innovative way, using the wit we have become famous for."
The program is comprised of three new TV commercials featuring actor Benicio Del Toro. Launching in more than 70 markets globally, the campaign focuses on the beer, the brand's rich heritage, and Heineken's international footprint.
Digital display media and social channels will be deployed to create awareness surrounding the campaign. In the off-premise channel, displays, price cards, cooler decals and wraps will highlight Heineken Lager's three natural ingredients.
Switching gears to its key imported brands, Dos Equis is saying #AdiosAmigo to "The Most Interesting Man in the World," as he heads on a one-way "Mission to Mars." This latest spot will be the last commercial featuring actor Jonathan Goldsmith as The Most Interesting Man in the World. Dos Equis will reveal a new Most Interesting Man in 2016 — as this is not the end of the campaign, but rather an evolution.
In preparation for the change, the Most Interesting Man will give away his coveted collection of worldly possessions, including the tuxedo he wore to his last Masquerade, his Spanish guitar and matching mariachi suit, and even the astronaut suit from his 2010 stratosphere. Details on the world possessions giveaway will be available on DosEquis.com in early April.
Strongbow Hard Apple Cider
Strongbow Hard Apple Cider is getting ready to mark the official start of summer with its new "Made for Ice" program. The comprehensive program, which will include TV advertising, POS materials, social and digital media activation, aims to educate adult beverage consumers on the benefits of pouring Strongbow over ice to unlock the taste.
The brand will also release Strongbow Cherry Blossom Hard Cider in time for summer. This new flavor will be available in six-packs beginning in April, and it will replace Strongbow Red Berries in the Strongbow Variety Pack as of June.
"We are excited to kick summer off right with Strongbow over ice," said Alejandra de Obeso, brand director for Strongbow. "As consumers are expanding their taste profiles and increasing their purchasing variety across beverage categories, it is important for Strongbow to deliver exciting, new offerings like Strongbow Cherry Blossom, and to educate consumers on the best way to get the most out of our exceptional ciders — by enjoying them over ice."
To increase awareness of the "Made for Ice" program as well as the new flavor, the brand is supporting its campaign with nine weeks of national TV advertising and an extensive social media presence. Additionally, Strongbow will use digital media and invitation platforms to drive consumers into stores to make purchases.
Heineken & Soccer
Another marketing program around the Heineken beer brand showcases its connection to soccer, with the new "Soccer is Here" campaign. Spokespeople include international Spanish star and New York City Football Club captain David Villa; U.S. Women's National Team captain Carli Lloyd; and American soccer legend Landon Donovan.
The year-long campaign features a series of commercials that highlight the energy and passion surrounding the sport in America, as well as contests and interactive engagements leveraging Heineken's partnership with the UEFA Champions League (UCL) and Major League Soccer (MLS). The program kicked off March 6 in conjunction with MLS' opening day.
"It's been a long road for fans of soccer in America, and as a supporter of the game for decades abroad, Heineken toasts to fans old and new," Rijks said. "As the world's most international beer, it's clear to see soccer's popularity is brewing in America. We are excited to be part of that momentum and heritage, and we'll be bringing fans closer to the game all year long."
As part of the program, Heineken is also holding a "Never Miss A Minute" contest. Soccer fans have the chance to win prizes every minute of every MLS and UCL match. To enter, fans aged 21 and older can upload a photo of themselves watching any MLS or UCL match while enjoying a Heineken to Heineken.com/soccer. Ninety winners per match will win a variety of prizes, including top-quality soccer gear, subscriptions to MLS Live, or one of seven grand-prize trips for two to an MLS or UCL match.
White Plains-based Heineken USA Inc. is a subsidiary of Heineken International BV. European brands that it imports into the United States include Heineken, Strongbow Hard Apple Ciders, Amstel Light and Newcastle Brown Ale. The company also imports from Mexico the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia.