Heineken begins off-trade Bond promotion
30 October 2008 | By Popsop Team
UK’s premium continental lager Heineken is celebrating its association with one of the hottest films of the year with the launch of an exclusive off-trade promotion.
As part of the brand’s global partnership with Quantum of Solace, the next in the series of Bond films, Heineken is releasing a 007-themed ‘Text to Win’ promotion in the UK from the end of October promoting its DraughtKeg innovation.
During the promotion, which ties in with the film’s general cinema release on 31 October, Heineken will be giving away a DVD of the previous Bond blockbuster, Casino Royale every 60 minutes for 60 days in addition to offering consumers the chance to win a Bond lifestyle weekend in Monte Carlo.
The nationwide promotion will be promoted via 80,000 tagged Heineken DraughtKegs and available across all off-trade channels while stocks last. Let’s remind, that the innovative 5-liter premium keg packaging was introduced by the company earlier this year in May.
The launch of the Heineken DraughtKeg Bond promotion will be backed by heavyweight marketing support, which includes a Bond-style radio commercial, high impact print and outdoor advertising and the creation of a bespoke website (www.heineken.co.uk/007) and WAP site http://keg.ymogen.net.
Olga Rubanovskaya, Heineken Brand Manager at Scottish and Newcastle UK, said: “This is Heineken’s 5th consecutive global partnership with Bond and the Heineken DraughtKeg promotion is part of a wider marketing campaign designed to enable consumers to experience the premium, stylish and international world of James Bond.
Popsop.com
Tags: alcohol drinks, beer, Heineken
