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Heineken ‘Open Your Rugby World Cup’ campaign drives off-trade sales

Friday June 19, 2015 at 2:19pm
Heineken has unveiled its off-trade plans to support the 2015 Rugby World Cup, following the announcement last October that the brand would be the official beer sponsor of the tournament. The activity began last week on June 10th, 100 days before the first game kicks off, and includes exciting new promotions, limited edition packaging and experiential activity. With an estimated 92% of rugby fans watching the World Cup matches at home and 47% of those fans consuming beer, the activation aims to give retailers the tools they need to make the most of the incremental sales this event is sure to bring. To drive shelf stand-out in off-trade outlets throughout the 2015 tournament, limited edition Heineken packaging will be available from July. In addition, shoppers who purchase 12-packs will be in with a chance of winning a pair of tickets or a coin toss package by finding one of 50 hidden golden bottles. During the tournament itself other Heineken branded Rugby World Cup gifts can be redeemed on 12-packs and 2 x 4-pack purchases. In the lead up to the tournament, The Webb Ellis Cup Rugby World Cup 2015 Trophy Tour will take place across the UK, supported by off-trade experiential activity in select locations. As part of the tour, the ‘Heineken Coin Toss Experience’ competition offers one lucky winner a prize including a behind the scenes stadium tour, a full hospitality ticket experience during the match and the rare chance to stand alongside the referee and team captains to open the match. To drive visibility and awareness, promotions will be communicated through channel-specific point-of-sale (available from July), ensuring that examples of gifts that can be redeemed are placed in close proximity to chillers and fixtures to encourage purchase. Heineken is also producing dedicated ‘Hints and Tips’ to help retailers to make the most of their premium beer offering and drive incremental sales during Rugby World Cup. The unveiling of the campaign follows the successful formats of the UEFA Champions League and Europa Cup and is part of an integrated multi-million pound marketing programme for the brand. The activity will be supported by a national media campaign, including print and billboard advertising and the online chat show with Heineken rugby ambassadors aptly entitled the ‘Heineken Rugby Show’. Craig Clarkson, off-trade category & trade marketing director, Heineken, says: “Heineken has long been known for its links with world-class sporting events and we are pleased to continue the trend with the sponsorship of the 2015 Rugby World Cup. The activity surrounding the tournament will give retailers the opportunity to increase sales whilst also positioning Heineken at the heart of premium at-home social occasions surrounding the tournament. We are confident that experiential and promotional activity will excite rugby fans and will give retailers throughout the country the chance to increase footfall in the build up to and throughout the Rugby World Cup.” Headquartered in Edinburgh, Heineken is Britain’s leading cider and beer business, owning around 1,300 pubs through its Star Pubs & Bars business. Its portfolio of brands includes Foster's, Heineken, Strongbow, Desperados, Kronenbourg 1664, John Smith's and Bulmers, plus a full range of niche and speciality brands.
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