- Stacy Straczynski

Heineken is launching a 2009 holiday campaign, dubbed “Give in Good Taste,” which will promote Heineken, Heineken Premium Light, and Amstel Light brands as the gift of choice. The effort will run through November and December, encouraging consumers to use Heineken for entertaining and gift-giving.
 
During the campaign’s run, consumers will have the opportunity to redeem Heineken special offers from a variety of channels. Grocery shoppers will be able to save $3 instantly or $20 by mail when Heineken products and other selected cross-promotional brands of snacks, crackers, cheeses and deli items are purchased together. C-store shoppers will be able to save $3 instantly or $10 by mail with relevant gift cards.

In-store displays and point of sale items, including BeerTenders and a branded mini-fridge, at liquor retailers will feature the “Give in Good Taste” slogan to attract purchases. Special display racks for the Heineken and Heineken Light Draught Keg products will also be made available. Draught packaging will feature a festive holiday design of holly leaves and stars.
 
On-premise promotions will feature table tents, pennants and a mail-in offer for bottle koozies. Bar goers will be able to use the branded “Waiting for You” message board to get into the giving spirit. When a customer buys someone a Heineken drink, the names of both the drink giver and the recipient can be written on the board to promote giving in good taste.
 
“We are encouraging consumers to choose the Heineken, Heineken Premium Light and/or Amstel Light as their choice of beer to bring to or serve at their holiday parties, because a better party deserves a better beer,” said Breege Murphy, channel marketing manager, in a statement. “The program also offers our retail and on-premise partners unique ways to provide added value to their customers and improve their own bottom line’’