Coca-Cola And Circle K Team Up To Conduct ‘Project White Beach’
Coca-Cola, Circle K and Gulf Coast & Orange Beach Tourism are launching a program to make sure tourists across the Southeast know that the Alabama Gulf Coast is open for business with the ‘Project White Beach,’ promotion in markets across the Southeast to attract tourists back to the Alabama Gulf Coast. More than 100,000 discount booklets will be distributed in Circle K stores throughout Louisiana, Tennessee and Alabama giving significant discounts from Gulf Shores and Orange Beach accommodations, restaurants and attractions.
“Coca-Cola is proud to sponsor Project White Beach,” said Lauren Steele, VP Corporate Affairs, Coca-Cola Consolidated. “We are excited about working with Circle K and Gulf Coast businesses to spread the word throughout the Southeast that the Alabama Gulf Coast is open for business!”
Pump toppers and in-store displays at Circle K stores support the promotion, which was created for Coca-Cola by Red Moon Marketing, a Charlotte, NC-based promotion agency.
AVEENO Creates Pop-Up Forest In NYC’s Times Square
AVEENO® Skincare, recently created a pop-up forest in New York City’s Times Square. The AVEENO BE AN ACTIVE NATURAL™ program encourages people to make small changes in their daily lives that can add up to a positive impact on the environment. Visitors who journey through the AVEENO ACTIVE NATURALS Forest in Times Square will experience how nature makes the planet more beautiful and receive seed cards to plant their own trees and samples of AVEENO ACTIVE NATURALS products.
Mike Marquis, Group Product Director, AVEENO at Johnson & Johnson, said, “We created the BE AN ACTIVE NATURAL program, to empower people to join us in taking steps toward a healthier, more beautiful planet.”
GE’s Healthymagination Showcased At PGA TOUR Events
GE’s Healthymagination innovations will be showcased at eight PGA TOUR events in 2011. Mike Barber, VP healthymagination, said, “Through the PGA TOUR sponsorship, GE will share high-tech innovations - like ultrasound, MR and Lunar body composition testing .”
The GE Pavilion will feature interactive technology and activities for fans. These include: Golf Swing Analyzer; Swing Upload Zone; Body Composition Scanning; and Healthy You, which offers a self-guided educational experience that includes topics such as golf instruction, fitness and nutrition.
Social Vending System Enables Consumers To Connect With PepsiCo
PepsiCo has launched its Social Vending System, a state-of-the-art networked unit that features full touch screen interactive vending technology.
PepsiCo’s Social Vending System enables any user to gift a friend by selecting a beverage and entering the recipient’s name, mobile number and a personalized text message. There’s also the option to further personalize the gift with a short video recorded at the machine. The gift is delivered with a system code and instructions to redeem it at any PepsiCo Social Vending system. When the recipient redeems their gift, they’re given the option of thanking the sender with a gift of their own or paying it forward and gifting a beverage to another friend.
“Our vision is to use technology to create new ways for consumers to engage with our brands and each other at the point of purchase,” said Mikel Durham, Chief Innovation Officer at PepsiCo.
Miller Lite Encourages Beer Drinkers To “Save Their Summer”
The Miller Lite Taste Points program allows consumers to collect points found on specially marked packages of Miller Lite by checking-in on foursquare at participating bars and restaurants. Consumers can bank Taste Points, team up with friends and use them to enter for the chance to win thousands of daily and weekly prizes, or one of three epic prizes, including an around-the-world journey. Retail point-of-sale featuring the Miller Liteguards supports the program.
“Great-tasting Miller Lite is here to save beer drinkers from having anything but an epic summer,” said Grant Leech, VP, Marketing for Miller Lite. “Our Taste Points program will reward loyalty in a very cool and multi-faceted way, utilizing unique codes on specially marked packages of Miller Lite in concert with popular social-media platforms such as Facebook and foursquare.”
SKYY Infusions® Dragon Fruit Launches
SKYY Infusions® Dragon Fruit is the first dragon fruit infused vodka available nationwide, blending authentic dragon fruit with SKYY's premium distilled vodka, creating an exotic cocktail experience reminiscent of the fresh, sweet taste of juicy red berries. SKYY Infusions Dragon Fruit offers an all-new superfruit experience. For those tired of acai and pomegranate, dragon fruit is a superfruit that boasts a unique and unexpected flavorful taste direct from a lush rain forest.
Jeremiah Weed Displays New Malt Beverages For Summer Parties And Festivities Nationwide
With the release of its line of flavored malt beverages, Jeremiah Weed is readying for the heat - southern style - with Lightning Lemonade®, Reminiscent of a refreshing southern favorite, Roadhouse Tea,™ - non-carbonated and inspired by the beloved Jeremiah Weed Sweet Tea vodka, and Spiked Cola,™real cola taste with a mild hint of bourbon flavor. Just in time for the summer season, the 12 and 23.5-ounce canned beverages, each at 5.8% ABV, provide a new twist to the beloved J-weed trademark.
Already heralded for its popular sweet tea flavored vodkas and line of bourbons, Jeremiah Weed flavored malt beverages offer an alternative to beer and Jeremiah Weed flavored malt beverages are available nationwide. Supporting the product rollout will be an integrated marketing program including Jeremiah Weed southern style point-of-purchase display materials and responsible drinking programming.
Rand McNally Conducts ‘Moving America’ Tour
Rand McNally has kicked off its “Moving America” Trucker Appreciation Tour. The five-month tour, which features two Ford F250 pickup trucks will travel coast-to-coast.
The tour will provide opportunities for drivers to interact with Rand McNally's IntelliRoute® TND™ navigation devices specifically designed for the over-the-road (OTR) driver. The two teams will visit more than 200 Pilot and Flying J locations during a twenty-two week period, providing the truck-driving public with navigation demonstrations, giveaways, games and activities, as well as the opportunity to enter a Navigator of the Year contest. Switch Liberate Your Brand, a St. Louis, MO-based promotion agency helped conceptualize and then designed and produced the graphics, features and logistics for Rand McNally’s “Moving America” Trucker Appreciation Tour.
Nintendo 3DS Demo Tour Provides Firsthand Look At Nintendo’s Newest Portable Game System
Nintendo of America has launched the Nintendo 3DS Demo Tour, allowing people to be among the first in the nation to experience Nintendo's newest portable game system.
Visiting select cities nationwide, the Nintendo 3DS Demo Pods provides consumers with an exclusive, firsthand look at the system's unique features in advance of its March 27 launch date. People can enjoy taking photos and playing games in 3D without the need for special glasses.
Panasonic Launches 'Experience Amazing’ Tour Showcasing Entertainment Products
Panasonic has launched the Panasonic Experience Amazing Tour, a six-week, 15-market tour designed to give consumers a chance to experience Panasonic’s line-up of home entertainment products.
The Experience Amazing Tour will give visitors an opportunity to experience for themselves Panasonic’s line of Full HD 3D VIERA® HDTVs, VIERA Connect-enabled IPTVs, 3D Blu-ray Disc™ players, rechargeable 3D Active Shutter Eyewear, and Panasonic’s digital imaging products including Panasonic's consumer 3D camcorders and LUMIX digital cameras with interchangeable 3D lenses.
“We are excited to get out there and engage consumers across the country with our Experience Amazing Tour,” said Shiro Kitajima, President, Panasonic Consumer Electronics. “We created this tour to let consumers get hands-on with our products and experience for themselves how amazing and easy-to-use the world of home entertainment has become.” Visitors at the Experience Amazing Tour will be able to enter to win the ultimate Panasonic Full HD 3D Home Entertainment system.
Near East Tour Feeds Couscous Curiosity In Seattle
The Near East brand of couscous and other flavored side dishes, is launching its first-ever mobile food truck - the Couscous Caravan - to deliver global flavors inspired by Seattle neighborhoods and local ingredients. The Near East Couscous Caravan will make appearances at select retailers and weekend events around Seattle, and at downtown locations to serve up free couscous samples, recipes and coupons.
“We decided to launch the Near East Couscous Caravan in Seattle because we know the city is passionate about good food and would welcome our tasty twist to the food truck phenomenon sweeping the nation,” said E.G. Fishburne, Brand Manager for Near East.
Peeps Tour Uses Social Media To Connect With Loyal And New Fans
Just Born, maker of PEEPS® Brand candies, is sending its PEEPSTER Volkswagen "chick" on a tour of the Northeast, Mid-Atlantic and Midwest to connect directly with loyal fans and new fans in select markets. The PEEPSTER will distribute free candy and prizes to all their fans as well as provide one-of-a-kind photo opportunities and live Facebook updates.
Paul Gustafson, Chief Engineer of the PEEPS® tour, said, “The tour will utilize social media to allow fans to follow our progress on the road using an interactive map, see videos and pictures, read our journal, and even request the car to stop in their town.”
Post Invites Consumers To Join The Whole Grain Revolution
In association with Mirrorball, a New York City-based experiential marketing firm, Post Foods recently brought the whole grain experience to busy Americans on-the-go.
Consumers visited Post Foods’ interactive tractor display in busy areas in New York City, Los Angeles, Tampa, San Diego and Orlando to learn why ingredients like those in Post Shredded Wheat, Grape-Nuts and Post Raisin Bran gives them an advantage in the morning.
“Consumers need to go beyond looking at the nutrition label and understand where nutrients like fiber and antioxidants are coming from when they pick something like a breakfast cereal,” explains Mark Izzo, Ph.D. and Director of Research and Development for Post Foods. “Post Shredded Wheat, Grape-Nuts and Post Raisin Bran contain only naturally-occurring ingredients like whole grain fiber and whole wheat…exactly what you would expect to see in a wheat field.”
Dr Pepper Gives Fans A Chance To Harness The Might Of ‘Thor’ With The Quest For The Can Promotion
Dr Pepper is sponsoring “Thor,” the feature film, with the launch of its Quest for the Can promotion. Dr Pepper fans across the country can win by locating one of the limited-edition Dr Pepper Hammer cans or caps and entering the winning code at DrPepper.com. “Dr Pepper is thrilled to extend its partnership with Marvel and give our fans the chance to become part of the ‘Thor’ adventure,” said Dave Fleming, Marketing Director for Dr Pepper.
Every code found on collectible Dr Pepper Hammer cans and caps is a winner - by registering with their code on DrPepper.com, Dr Pepper fans will also receive a free one-month subscription to Marvel Digital Comics. While only a few lucky fans will win the ultimate Super Hero experience, Dr Pepper fans also have the chance to win additional prizes such as 3-D televisions, airline gift cards, premium movie tickets or a year's supply of Dr Pepper.
Brisk Promotional Cooler Door Clings Engage Consumers To Enter Contest In-Store
In order to capitalize on the MMA phenomenon, Brisk has launched a campaign for a chance to win a trip to an event. Proprint, (www.pop-online), a Toronto-based p.o.p firm, produced the materials for this program including the repositionable cling, a 4" x 6" piece printed on lowtac repositionable vinyl. This allows the cling to attach easily to cooler doors, windows and displays to draw the consumer to the product.
Closure Systems Adopts Scanbuy’s Mobile 2D Barcode Technology For Beverage Applications
Closure Systems International (CSI) (www.csiclosures.com), has adopted Scanbuy Inc.’s 2D Barcode solution, called ScanLife, for beverage and food closure development. CSI has developed a new solution called ScanCapTM, which uses 2D barcodes, for application either inside or outside of a closure. This technology introduces a powerful platform to support a brand owner's mobile marketing activities right from the package itself.
The solution leverages a unique code which can be printed as small as 1/4" and can be read instantly with the ScanLife app on web-enabled camera phones. With this technology, beverage and food companies have the power to capture instant access to their consumers at the point of consumption.
John Grainda, CSI Global Marketing Director, said, “With ScanCap, a quick scan of a 2D barcode on a closure, using a web-enabled cell phone camera, takes the consumer directly to content related to a company’s products, promotions, or loyalty programs without the need to input alphanumeric codes.”
CalNaturale™ Displays California Chardonnay
California Natural Products has launched CalNaturale Chardonnay, made with organically-grown grapes, and available in an environmentally friendly Tetra Pak flexible package. Heather Pyle, winemaker for CalNaturale, said, “Our CalNautrale wines are the first and only California wines made from certified organically grown grapes to be available in an environmentally friendly Tetra Pak packaging. CalNaturale is on display in natural food stores, including Whole Foods Markets.
Lenticular Inflatable Supports M&M’s Pretzel Launch
M&M’s recently used this inflatable M&M character to help support the launch of Pretzel M&M’s. A large inflatable (48") was created for larger stores, and a 24” inflatable was created for convenience stores. Lenticular technology was used to create an emerging X-ray view into the M&M character as shoppers walked by. This tied in with the broadcast messaging for the new product. This inflatable was created for M&M’s by Soft Signs, Inc., 15352 Hurontario St., Caledon Ontario, L7C 2C3, Canada; (Tel) 905-696-0096; (Web Site) www.softsigns.com.
Chillingo Partners With Monster Media To Showcase Its Games
Chillingo, a subsidiary of EA, has launched street-level game-play systems, showcasing the just-released update of its “Cut the Rope” game. This is the first time multi-touch technology has been utilized for gaming in such a display developed by Monster Media, Orlando, FL, (www.monstermedia.net.)
Reaching millions of new players across the country, each interactive board has been placed in a landmark location: one at Los Angeles’ renowned Hollywood & Highland Center, and the other at the Atlanta International Airport, a major hub for both world and domestic travelers.
There are also brand ambassadors dressed up as Marilyn Monroe, Darth Vader, Superman, etc. to enhance the energy around the display and encourage pedestrians to engage in the game system.
Obscura Digital To Transform Sydney Opera House Using Graphic Projections
Obscura Digital, (www.obscuradigital.com), recently transformed the dynamic Sydney Opera House structure into a visual augmentation of a live symphonic performance, amplifying the artistry of the YouTube Symphony Orchestra event with real-time audio-reactive graphic projections that simultaneously canvased the interior and exterior of the iconic building with parallel projection shows. Obscura Digital's team of creatives, technologists, and strategists conceptualized and designed an interactive visual performance component to the music so audiences could be exposed to a show of light and sound from all angles.
Reach Media Group Acquires EMN Worldwide
RMG Networks, (www.rmgnetworks.com), has acquired Executive Media Network Worldwide (EMN), a leader in airport executive lounge media. EMN controls virtually all of the place-based video media assets in United, Continental, Delta, US Airways, Alaska. This announcement solidifies RMG’s existing leadership position in the airline media sector. RMG currently represents nearly 100% of the domestic seat-back television ad inventory.
“Advertisers have demonstrated a desire to intercept affluent, senior executives in captive viewing environments,” said Garry McGuire CEO, RMG Networks. “Combining EMN’s dominant position in airport digital media with RMG's leadership position in in-flight captive seat-back television is a powerful integrated media solution for advertisers.” Ben Little, CEO EMN, said, “This deal will help our partners get the most out of their highly targeted in-lounge, train and in-flight media assets.”
Coca-Cola And DASANI Reward D.C. Fans For Random Acts Of Greenness
DASANI Blue Crews recently headed to Nationals Stadium recently to “catch” D.C. fans green handed doing eco-friendly deeds. To recognize the little things people do to live more sustainably, Coca-Cola deployed DASANI Blue Crews to Nationals Stadium to reward Nationals fans for everyday eco-friendly acts.
“Whether recycling a beverage bottle, taking the Metro or driving a hybrid car, Coca-Cola and DASANI want to remind people that it's the little things that make a difference,” said Curtis Etherly, Jr., Director of Communications, Coca-Cola Refreshments.
7-Eleven Promoion Ties In With ‘Hangover Part II” Movie
7-Eleven is helping customers celebrate ‘The Hangover Part II’ movie launch with “morning-after” specials, exclusive Super Big Gulp™ collectable cups, and a trip to Las Vegas. Consumers can collect all five ‘Hangover’ cups at 7-Eleven stores.
Through a partnership with the SCVNGR application, 7-Eleven is hosting a mobile scavenger hunt with the grand prize winner receiving a trip to Las Vegas. Fans can download the SCVNGR app, check-in at stores and complete tasks for points, like taking a picture with a Super Big Gulp® cup featuring their favorite Hangover Part II character at a 7-Eleven store. Fans can cash in points for prizes like tattoos (the temporary kind), t-shirts, 7-Eleven gift cards, movie tickets and a chance to win a trip to Las Vegas FreshWorks, 7-Eleven’s marketing agency, worked with 7-Eleven to develop the promotion.
Green Mountain Energy Unveils Renewable Energy Display At Empire State Building
Green Mountain Energy Company recently unveiled a four-window renewable energy display in the Fifth Avenue lobby of the Empire State Building. The four window display highlights the benefits of pollution-free renewable energy versus fossil fuels and also educates people about the economic and environmental attributes of renewable energy.
“It is great that the Empire State Building has offered us the chance to educate the visitors to its world famous Observatories about the benefits of choosing renewable energy,” said Paul Thomas, CEO, Green Mountain Energy Co.
The Empire State Building recently became New York City's largest commercial user of 100% renewable energy through its two- year commitment to purchase nearly 55 million kilowatt hours (kWh) per year of wind power from Green Mountain.
Kendall-Jackson Ships 1.75 Million Corks To Anthropologie Stores For Window Displays
Kendall-Jackson Estate Winery has shipped 1.75 million wine corks to 153 Anthropologie stores to promote the preservation of Mediterranean cork forests, which support biodiversity. The program is part of a joint effort between the Philadelphia-based fashion retailer and the Cork Forest Conservation Alliance (CFCA), an Oregon non-profit with which Kendall-Jackson works closely on waste reduction efforts.
“Working with Anthropologie and CFCA is a great way to raise awareness of the 13 billion corks that end up in landfills each year,” said Robert Boller, VP, Sustainability for Kendall-Jackson.
ecoATM Introduces First Fully Automated Consumer Electronics Recycling Kiosk With Built-In Cash Dispenser
ecoATM of San Diego, CA, has unveiled its next-generation, fully automated, eCycling Station that has a built-in cash dispenser like an ATM and can be completely consumer self-serve.
“We’ve been successfully testing our systems over the last year and a half and are providing what consumers want: ease of use, best value, and immediate payment for their used electronics,” said ecoATM Chairman and CEO, Tom Tullie. “The addition of the cash dispenser and other features to the ecoATM make it even quicker and more convenient.”
Unfortunately, there are few practical options for consumers to responsibly resell or recycle used electronic devices so the vast majority of them still enter landfills as toxic eWaste, the fastest growing segment of our national waste stream. ecoATM trial locations have already collected tens of thousands of devices over the past year and paid out hundreds of thousands of dollars in return for recycling.
Xbox Kinect Pop Up Area Helps Xbox Exceed Sales Goal
The goal was to create and develop a freestanding, transportable, and interactive area that allowed consumers to interact with the Kinect experience in a full environment. The Kinect Pop Up Environment helped Xbox exceed their sales goal of 3 million units. Microsoft event research found that the number of people who recommended the Kinect prior to engaging in the experience was 16%, and after going through the experience was 80%. The Xbox Kinect Pop Up Environment was produced for Microsoft by Design Phase, (www.dphase.com), a Waukegan, IL-based display firm.
Allure Global Completes Roll-Out Of Digital Signage For MNM Theatres
MNM Theatres is utilizing Allure Global’s (www.allureglobal.com), digital menu board solution to draw more customers to its concession stands and increase sales. Brad Beck, Vice President of Operations for MNM Theatres, said, “Twenty-one weeks after the initial installation, we are currently tracking an increase in our concession net sales in the range of 5.95%. This combined with the aesthetics improvements and simple versatility of the digital menu boards has made our investment an overwhelming success.”
Mister Landscaper Leverages On-Pack Mobile Marketing Campaign At Lowe’s
A new mobile marketing campaign for Mr. Landscaper, powered by Augme Technologies, brings the Mister Landscaper Start Kit’s instructions to life in Lowe’s hardware stores. Consumers can opt-in to the product’s mobile program via QR codes and SMS codes printed on the Starter Kit pack, which provide mobile how-to instructional videos and a step-by-step guide to assist customers with their Mister Landscaper product needs.
The campaign features on-pack QR codes along with in-store displays, and shelf stickers to access the mobile web experience.
David Apple, Chief Marketing Officer of Augme Technologies, (www.augme.com), said, “We developed a way for customers to engage in store to promote purchase confidence and, after they’ve left the store, to help them install the product and drive interest in additional products. Mister Landscaper's mobile strategy helps them stand out in the store and adds true value to the customer experience away from it.”
BK Promotion Brings Marvel Studio’s ‘Thor’ Into Restaurants Nationwide
Burger King has joined forces with Marvel Entertainment to kick off its sponsorship of the comic book-inspired film “Thor.”
“Through our work with Marvel, we’re able to offer our younger guests unseen access to this hot property, but we know that the exclusive comic content will also appeal to customers of all ages who follow Thor’s story,” said Andreas Barth, Sr. VP North America Marketing, Burger King Corp. “This promotion brings to life our HAVE IT YOUR WAY® experience - allowing guests to be part of the ‘Thor’ action in restaurants and online.”
At BURGER KING restaurants nationwide, kids can bring the power and adventure of “Thor” to life with one of eight BK® Kids Meal premiums - four for girls and four for boys. Additionally, the promotion will be supported by in-restaurant merchandising that showcases BKC’s new Chicken Tenders and features footage from the action-packed film “Thor.”
Dunkin’ Donuts Launches Loyalty Rewards Program
Dunkin’ Donuts has unveiled a new loyalty program offering guests unlimited rewards just for enjoying their favorite Dunkin’ Donuts food and beverages. The “DD Perks Rewards” program, the brand's first-ever national loyalty rewards program, offers “Dunkin’ Dollar” reward coupons for purchases made with a registered Dunkin’ Donuts Card. Dunkin’ Dollars can be redeemed for any item on the Dunkin' Donuts menu.
“We are excited to launch the DD Perks Rewards program to reward our loyal guests across the country,” said John Costello, Chief Global Marketing Officer, Dunkin’ Brands.
Wienerschnitzel Runs ‘Cash In On A Corn Dog' Sweepstakes Promo.
Wienerschnitzel, the world's largest hot dog chain, has upped-the-ante for its second annual “Cash in on a Corn Dog” sweepstakes, and in spirit of their 50th anniversary, will be giving away $50,000 in large cash prizes, “Wiener bucks” and free corn dogs. Customers purchase and “eat” a corn dog, “read” the wooden stick to check for a prize or code and redeem the prize if they "win."
“We view our 50th anniversary milestone as a great opportunity to have some fun with our customers and express our appreciation for the support they’ve shown us over the years,” said Tom Amberger, VP, Marketing for Wienerschnitzel. “Combining our reputation as ‘Home of the 79-cent Corn Dog, Every Darn Day’ with exciting cash and prize giveaway opportunities is a great way to reward our loyal customers.” The “Cash in on a Corn Dog” sweepstakes will be supported with media and in-store point-of-purchase materials.
Corona Kicks Off Summer With ‘Pop-Up’ Beach In New York City
To kick off summer and leverage its largest promotion ever, Corona Extra and Corona Light hosted a 24-hour beach party in New York City’s Times Square. The event kicked off Corona’s “Win a Beach Getaway” summer promotion.
The Corona “pop-up” beach boasts: 30 tons of sand spanning 2,500 sq. ft., ocean sounds piped in via a sound system, dozens of palm trees, beach chairs, bean-bag toss games, and volleyball nets. Brand ambassadors took photos of visitors in a giant Corona bottle, the world’s largest Corona bottle measuring 30' tall.
As part of the summer promotion, consumers can look inside specially marked 12-packs, 18-packs and 24-packs for a chance to find a promotional bottle. Two-thousand Corona Extra and Corona Light 12 oz. bottles will feature a special graphic wrap and a unique entry code redeemable for a chance to win 1 of 1,000 prizes including 100 Grand Prize trips for two to Cancun, Mexico and 900 Corona Beach Getaway prize packs.
Keystone Light Runs Cross Merchandising Promo. With Jack Links
Keystone Light has launched a cross-merchandising partnership with Jack Links, whose 3 oz. beef jerky packages are a number one convenience store product. Consumers can ‘Play It Smooth” with the new Keystone Light packaging. CanholeTM, provides additional value to the consumer as 18pk, 24pk, & 30pk “Stones” easily transform into a game of “Bags”via a perforated circle that can be punched out for play.
Special codes on Keystone Light 24oz Single Serves will also drive consumers to an online Canhole game. Traffic will be driven to the site via P.O.S. and social networks.
Amstel Light P.O.S. Promotes Light Beer
Amstel Light, recently launched a new advertising campaign, “The Bier Drinker’s Light,” which represents a shift in the brand's communication strategy, from focusing on the brand’s roots in Amsterdam to the functional benefit of the beer itself, as the only light beer that delivers full “bier” taste. The messaging reinforces the craftsmanship and European heritage of the brew through lighthearted humor that busts through the stigma of other, “watery” light beers.
“Amstel Light plays an integral role in the Heineken USA portfolio,” said Lesya Lysyj, Chief Marketing Officer, Heineken USA. “The Bier Drinker’s Light campaign emphasizes the quality of the product and reinforces the brand personality, which will help consumers stay more connected to the Amstel brand.”
Dallas-based creative agency The Richards Group created the new campaign by juxtaposing traditional brewery settings with contemporary Dutch brewers, with the beer as the hero throughout.
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