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White Plains, N.Y.-based Heineken USA Inc., a subsidiary of Heineken International BV, will activate its largest U.S. campaign yet this holiday season, to be supported by its “There’s More Behind the Star” credentials campaign and feature Academy Award-winning actor Benicio del Toro.
Beginning in November, Heineken will activate television commercials and both digital and social media to position the brand as a suitable refreshment at holiday celebrations. Retail and on-premise merchandising elements will include partnerships with Yieldbot, Foursquare, MyWebGrocer, Drizly and Shazam, which will provide digital offers to drive repeat purchases, while special holiday packaging will invite consumers to scan the back of a Heineken bottle or pack and visit Heineken.com to create their own personalized Shazam holiday card for sharing with loved ones, as well as unlock prizes and rebates.
In addition, Heineken is once again partnering with Pernod Ricard USA’s spirits brands and Terra brand vegetable chips to develop total shopping solutions at retail and provide grocers with displays to drive incremental sales.