Heineken Announces May 24th ‘Super Saturday’ Sporting Activity

09 May 2014 --- Heineken will be at the heart of a great European sporting double on Saturday, May 24 when the finals of the UEFA Champions’ League and Heineken Cup are played in Lisbon and Cardiff.

Dubbed ‘Super Saturday’ the day will see the climax of an intensive programme of promotional activity designed to give shoppers even more reasons to choose Heineken.

Magnifying the pulling power of the ‘Big Night In’ occasion and the heightened opportunity that live televised sport offers retailers to increase sales, the integrated campaign includes significant investment in the wholesale and convenience channel, coupled with exclusive promotions in selected grocery multiples to help retailers maximise brand space, distribution and visibility. In-store activation and eye-catching Heineken POS will bring the Champions League to life with limited edition UCL glassware and targeted media in key cities increasing awareness and driving purchase.

As part of its UCL support activity, Heineken continued to promote the hugely successful ‘Match Your Ticket’ and Star Treatment App, which has resulted in over 1,000 match tickets and 200 backstage passes being won by consumers this season. Giving consumers the chance to ‘live like a star’, the Heineken Facebook app also offers brand fans the opportunity to win tickets for the ultimate Ibiza Star Final, an all–expense paid trip to the UEFA Champions’ League Finals Party in Ibiza. The lucky winners will experience great music, attend the grand screening of the UEFA Champions League finals and get the chance to party with football stars and famous DJs.

Craig Clarkson, category & trade marketing director, Heineken said; “Heineken has a long-standing association with world-class sport and our latest activity is set to win the hearts and minds of both consumers and our customers. Helping to generate value and volume sales, our ‘Super Saturday’ investment will engage and excite football and rugby fans, building loyalty while further cementing Heineken as the premium lager brand of choice.

“The activation we are installing around the UEFA Champions League and Heineken Cup presents a fantastic opportunity for retailers to harness the pulling power of exceptionally popular sporting occasions to drive sales ahead of and during the finals.”

Benefitting from a number of innovative global sponsorships, Heineken is the UK’s fastest-growing major premium lager. Driven by the brand’s high-profile sponsorship of the James Bond film franchise, UEFA Champions’ League football and Heineken Cup rugby, the brand is currently experiencing double-digit sales growth up 15% in value and 12% in volume.