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White Plains, N.Y.-based Heineken USA has teamed up with the UEFA Champions League to bring the soccer club competition to fans throughout the U.S.
Consumers are encouraged to upload pictures of themselves watching UEFA Champions League matches with a Heineken to the campaign’s Facebook tab or new mobile app for the chance to bring a viewing party of the final match on May 25 to their city.
Heineken will also run branded television and digital advertising in an effort to drive awareness of the Heineken “Meant for Champions” UEFA Champions League campaign and direct soccer enthusiasts to the nearest retail or on-premise accounts.
“The popularity of soccer in the U.S. continues to grow and is now second only to football,” said Belen Pamukoff, brand director, Heineken, Heineken USA. “We know that Heineken drinkers have a passion for soccer ... Our goal is to leverage the successful relationship that UEFA Champions League and Heineken have built worldwide to not only bring the spectacular experiences to U.S. soccer fans, but direct these fans to participating accounts where they can partake in the excitement with Heineken.”
At retail, UEFA Champions League-themed display and POS materials are designed to engage shoppers with channel relevant cross-merchandising offers and a text-to-win sweepstakes program encouraging participation. Special instant redeemable coupons (IRC) and mail-in rebate (MIR) offers on items including ice, salty snacks and select grocery items, will also be available.
On-premise, Heineken-UEFA Champions League branded POS including posters, table tents, coasters, window clings and pennant flags will merchandise the accounts. Giveaways, including soccer jerseys, key chains and Heineken UEFA Champions League glassware complimenting the retail portion, along with sampling and an instant-win sweepstakes are designed to enhance patrons’ UEFA Champions League viewing experience.
Heineken USA, a subsidiary of Heineken International BV, imports a variety of European brands into the U.S., including Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Strongbow cider.