Heineken Plans "There's More Behind the Star" Holiday Promotions

This season, Heineken is spreading the cheer with a fully integrated program supported by the brand’s powerful ‘There’s More Behind the Star’ credentials campaign. The campaign, featuring Academy Award winning actor, Benicio del Toro, brings Heineken to life by focusing on the brand’s superior quality, rich heritage and unparalleled international footprint. ‘There’s More Behind the Star’ represents the brand’s biggest campaign and highest media investment ever in the U.S, say company officials. 

Beginning in November, TVC, digital and social media activations will reinforce Heineken’s credentials and drive consideration as legal drinking age-plus consumers plan and purchase for their holiday celebrations. A full suite of retail and on-premise merchandising elements and shopper marketing tactics including partnerships with Yieldbot, Foursquare, My Web Grocer, Drizly, and Shazam, will engage shoppers before and during their shopping experience and provide digital offers to drive repeat visits and purchases. Special holiday packaging invites consumers to scan a Heineken bottle or pack and go to Heineken.com where they can create their own personalized Shazam holiday card to share with family and friends and unlock prizes and high value rebates (where legal).

In addition, Heineken is, once again, partnering with Pernod Ricard USA spirits brands and Terra brand real whole vegetable chips to offer consumers total shopping solutions at retail and provide retailers with display solutions to drive incremental basket rings.

“Beer is an essential purchase for holiday celebrations, large and small,” says Roberto Ryder, brand manager of Heineken at HEINEKEN USA. “More than any other season, consumers want the brands they serve and enjoy during the holidays to reflect the spirit of the season and show their friends and family how much they care. Heineken, a family owned brand with a rich history and premium credentials spanning 150 years, delivers the quality and confidence consumers seek.”