Heineken’s VIP Access program is highlighting the summer promotion land- scape for Heineken and Heineken Light, centered around music experiences for winning entrants. Adult consumers can find under-the-cap codes, which will enable them to enter the promotion. Consumers can instantly win one of thousands of music rewards or be entered into multiple sweeps drawings for unique Heineken VIP music experiences (where legal), from access to the summer’s hottest music events to collaborating with the Fender Custom Shop team to custom build their own Fender Telecaster guitar. At retail, there are a variety of promotional packages, display enhancers and POS (mass displays, case stackers, case cards and cooler decals), as well as in-store sampling programs (where legal). A take-one “rider” at retail features ideas on music to play and foods to serve with Heineken Lager and
Dos Equis renowned “Most Interesting
Man in the World” is asking Dos Equis consumers to join the League of the Most Interesting, the brand’s unusual summer promotional program. At retail, League of the Most Interesting display and POS mate- rials include special MIR and IRC offers (where legal) on “energy enhancing” foods appropriate for league training (premium meats and/or seafood, fresh produce, energy drinks or bars and nuts). The program fea- tures a series of unconventional challenges for consumers who join; program elements
Heineken Light, encouraging consumers to host their own summer VIP parties. In addition, a variety of cross merchandising offers including popchips and Stoli Vodka and items such as water, ice and other summer staples will be available to drive bigger basket rings at retail.
including in-store incentives, instant rewards, social media marketing and live events. Consumers can participate via col- lectable in-pack challenge inserts found in select Dos Equis Lager Especial and Amber 12-packs. There are seven different inserts, each one providing participants with league points and chances to earn rewards. Finally, the contenders that earn enough points earn a chance to to be selected for the grand reward - a trip to participate in a final Dos Equis League challenge in Mexico. More information at www.dosequis.com/League.
46 • Beverage Dynamics • www.beveragedynamics.com • July/August 2011
Corona Extra and Corona Light are featuring the “Corona Beach Getaway” sweepstakes, the biggest retail promotion in the brand’s history, the company says. The sweepstakes gives legal drinking age cus- tomers a chance to win one of 100 trips to Mexico by finding custom-wrapped Corona bottles or cans in stores through the end of July. Specially-marked beach bottles and cans with unique codes have been randomly inserted into packages nationwide. Consumers can use the code to enter the random drawing with more than 1,700 prizes that include Corona-branded patio umbrellas, rolling coolers and beach cabana tents, at CoronaBeachGetaway.com.
