Heineken is inviting legal consumers to “Light Up Your Holidays” this season with a fully-integrated, seasonal program.
The promotion includes strategic digital partnerships, a sweepstakes, and a three-way partnership between Heineken, Pernod Ricard USA and Dr. Pepper Snapple group.
“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,” says said Jonathan Simpson, Commercial Marketing Portfolio Director, Heineken. “Heineken’s Light Up Your Holidays offers shoppers just that.”
To drive awareness of the campaign, Heineken has developed strategic digital partnerships with Yieldbot, Evite and Groupon Snap aimed at increasing awareness through relevant messaging and brand engagements that drive shoppers in store, the company says.
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, for consumers looking to serve drinks at their holiday celebrations.
This three-way partnership connects initiatives from all three companies and leverages their multichannel distribution networks.
Additionally, cross-merchandising IRC (instant redeemable coupon) and MIR (mail in rebate) offers (where legal) will be available on holiday food and drink essentials, including soft drinks and spirits.
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.