A winning strategy increases Heineken sales*
Challenge: Heineken USA wanted to develop a program around its sponsorship of the Latin Grammy Awards to build brand awareness and increase sales among Hispanic populations.
Solution: Created a fully integrated marketing plan with the tagline “Heineken brings you to the Latin Billboards with your favorite radio DJ”.
Results:
- Spread the word: Secured radio support with radio remotes and promo spots.
- Raise awareness: Themed point of sale drove interest in the brand and promotion.
- Drive interest: Off- and on-premise promotions earned excellent results.
- Reward customers: 20 distributors won a trip to the event in Las Vegas along with 24 consumers.
*Work performed with The Vidal Partnership
