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Heineken Spices Up Seasonal Promotion With Partnership

WHITE PLAINS, N.Y. — Heineken’s new Light Up Your Holidays seasonal program invites shoppers to choose the green and red Heineken pack for their holiday celebrations. The promotion includes strategic digital partnerships, a sweepstakes and a three-way partnership between Heineken, Pernod Ricard USA and Dr. Pepper Snapple Group.

To drive awareness of the campaign, Heineken has developed strategic digital partnerships with Yieldbot, Evite and Groupon Snap aimed at increasing awareness of the campaign through relevant messaging and brand engagements that drive shoppers in store.

Heineken has also partnered with Pernod Ricard USA and Dr. Pepper Snapple group to create a total shopper solution opportunity bringing together upscale beer, leading spirits, sparkling wine and mixers. This three-way partnership connects initiatives from all three companies and leverages their multichannel distribution networks. Additionally, cross-merchandising instant redeemable coupon (IRC) and MIR mail-in-rebate (MIR) offers (where legal) will be available on holiday food and drink essentials including soft drinks and spirits.

“Shoppers are not choosing just any brand, they want the confidence that the brands they share reflect the spirit of the season,” said Jonathan Simpson, commercial marketing portfolio director for Heineken USA.

To increase shopper incentive to purchase Heineken, shoppers will have the opportunity to enter the national sweepstakes to win a trip for four people to travel to New York City for the 2016 Rockefeller Center tree lighting experience.

“Many seasonal campaigns only appeal to shoppers during the key holiday selling weeks,” said Simpson. “The Light Up Your Holiday program remains relevant throughout the entire holiday season. The national sweepstakes and strategic partnerships/offers will keep shoppers engaged throughout the program, driving incremental sales of Heineken all season long.”

White Plains, N.Y.-based Heineken USA Inc. is a subsidiary of Heineken International BV. European brands imported into the U.S. include Heineken, Strongbow Hard Apple Ciders, Desperados, Amstel Light and Newcastle Brown Ale. Heineken USA also imports the Dos Equis franchise, Tecate franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.


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