The London 2012 campaign will span pubs and clubs, as well on-pack promotions and experiential activity (see box below).
A focal point for the marketing drive will be a ticket giveaway in partnership with JD Wetherspoon. The brewer is running a “text to win” promotion with the pub chain across more than 850 outlets until the end of August.
It is hoped the focus on boosting the brand’s presence in the on-trade will provide a sales boon during a period of heightened competition from rival beer and cider brewers this summer.
Lawson Mountstevens, UK managing director of on-trade at Heineken, says: “The London 2012 Games are already generating huge interest and excitement and this will be magnified several times over as we get nearer to the Official Opening Ceremony.”
The promotions mark the first London 2012 themed activity from the brand, which is thought to have paid around £10m for the sole pouring rights at all Olympic venues.
Heineken’s London 2012 marketing campaign also includes the following:
- Heineken is launching its Paint London Green promotion across 150 pubs close to Olympic venues. Activity will include POS materials and each pub will offer the full range of Heineken beers, ciders and cask ales.
- The brewer secured exclusive rights to be the official beer and cider at BT London Live, a series of free and paid-for events in Hyde Park and Victoria Park taking place this summer.
- Next month Heineken will open the Holland Heineken House at Alexander Palace, which will serve as the official base of the Netherlands Olympic Committee during London 2012 when it opens on July 26th.
- Heineken UK is launching a new on-pack promotion to win VIP tickets to the British Olympic Association’s official celebrations for the Team GB Olympic and Paralympics athletes in September.