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NEW YORK — Heineken USA is asking consumers of legal drinking age to "Light Up Your Holidays" with a fully-integrated seasonal program that invites shoppers to shine all season long by choosing the iconic green and red Heineken pack for their holiday celebrations.
This campaign includes strategic digital partnerships, a sweepstakes and a three-way partnership between Heineken, Pernod Ricard USA and Dr Pepper Snapple Group Inc.
"We know that during the holidays, beer is essential; it's purchased and served to ensure that there is something for everyone," stated Jonathan Simpson, commercial marketing portfolio director, Heineken USA. "Shoppers are not choosing just any brand. They want the confidence that the brands they share reflect the spirit of the season and show their friends and family how much they care. Heineken's Light Up Your Holidays offers shoppers just that."
Partnerships with Yieldbot, Evite and Groupon Snap are aimed at increasing awareness of the campaign through relevant messaging and brand engagements that drive shoppers in-store, the beer company said.
Heineken is also partnering with Pernod Ricard and Dr Pepper Snapple to create a total shopper solution opportunity that brings together upscale beer, leading spirits, sparkling wine and mixers for consumers who are looking to serve the best at their holiday celebrations. The three-way partnership connects initiatives from all three companies and leverages their multichannel distribution networks.
Additionally, cross-merchandising, instant redeemable coupon and mail-in rebate offers will be available where legal on holiday food and drink essentials, such as soft drinks and spirits.
Shoppers will also have the opportunity to enter a 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," Simpson said. "The Light Up Your Holidays 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."