NEW YORK -- Heineken USA released the details of its spring 2014 retail and on-premise promotion, which will give adult consumers the chance to step into the spotlight at a Heineken event this year.
As the latest chapter in the brand's award-winning "Legends" campaign, Heineken's new "Take the Stage" program will include a national sweepstakes for an on-stage experience at one of three Heineken-sponsored venues: the set of the next James Bond film; DJ at the Heineken House at a 2014 music festival; or center court at the 2014 U.S. Open.
"Heineken's Men of the World consumers are progressive thinkers. They are confident, adventurous and they possess a legendary side," said Belen Pamukoff, Heineken brand director at Heineken USA. "Our 'Take the Stage' spring promotion speaks directly to what makes these guys tick by offering them the chance to take center stage and immerse themselves in the experience of a lifetime made possible by Heineken."
According to the company, Heineken is investing $10 million in the fully integrated promotion. The campaign will feature targeted TV and digital advertising, retail and on-premise merchandising and point-of-sale materials, and channel-specific instant redeemable coupons and mail-in rebate offers (where legal).
"Beer category growth today is driven by the upscale segment and Heineken is leading the charge," Pamukoff said. "The March-April period includes a range of beer consumption occasions and therefore, marks a critical selling period for our retail partners. Heineken, on promotion, drives increased traffic and spend at retail and delivers the highest lift among the top upscale brands, making Heineken the brand to promote during the spring period. Our 'Take the Stage' program offers retailers and on-premise accounts a fresh and exciting platform that breaks through the beer clutter and sets the stage for increased sales and profits of Heineken and Heineken Light this spring."