Marketing for Beer: Heineken Kicks Off Branded Football Giveaways

With so many beer products on the shelf, it is crucial to get marketing for beer right from the get-go. And on-pack promotions are one way to turn heads and increase engagement on the point of purchase. One great example would be Heineken.

Customers will get a chance to win tickets to UEFA EURO 2020 or win the official Adidas Match Ball. Heineken‘s latest marketing for beer kicks off by offering these branded football giveaways.

 

This is not the first time we have featured Heineken’s effective marketing. We have seen various promotions ranging from gifts with purchase, gift redemption, and branded contest prizes. Over the years, they have offered thousands of gifts including a luggage with logo, promotional drinkware, custom bottle openers, and T-shirts.

However, this partnership with UEFA still managed to capture our interest Here’s why:

 

Promo Details:

Heineken’s promotion is exclusively open for residents of the UK, ages 18 years old and above. Persons related to the promoter are excluded and it is limited to one person per day only.

In order to participate, customers must purchase any Heineken selected products. Customers must use the code found in the outer packaging of the purchased bottled or canned beer to enter the promo.

Heineken’s marketing for beer started last April and ends on June 29, 2021. Entries made beyond the promo period will be considered invalid.

 

Winning Prizes

Great prizes await the lucky 101 winners. They are entitled to receive tickets to UEFA EURO 2020 matches. The prize is a pair of tickets for two adults, strictly 18 years old and above.

In the event of the tournament cancellation, winners will receive Official Match Balls for UEFA EURO 2020 as a substitute prize.

 

Customers are encouraged to check the promo official website (https://www.Heineken.com/wineuro2020)

 

Why a Banded Sports Ball is such a great promotional giveaway?

Fun fact: The first Adidas Telstar UEFA match ball (1968) was named after the Telstar communication satellite, which has a spherical shape dotted with solar panels, which is oddly similar to how a football looks.

Over the years Adidas and UEFA have released several designs for every match. Each of them has a unique feature that makes them a collector’s item.

According to uefa.com, Uniforia, is 2020’s football is named “after both the unity and the euphoria that top-level national-team competition can bring. EURO 2020 will take place across 11 European countries and the Uniforia is designed to celebrate this inclusiveness.”

So why is this such a great promotional gift?

There is always a demand for sports products, such as basketball and football. With football being a popular sport around the world, there is no way cannot utilize them to advertise their company.

But how does it connect with beer companies?

The promotional football ties in well with the sport and the beer sponsor, which, in this case, is Heineken.

Beer companies are the primary sponsors of sports teams and events. They understand the magnitude of these events and they also offer a massive platform to show off their brands. As such, collaborating with UEFA and Adidas is gives Heineken a lot of advertising opportunities.

Another reason this works is that the ball is an exclusive product that customers will only get by purchasing Heineken and participating in their contest. That, alone, creates conversation and ultimately conversion.

Something that is tagged as “limited” or “exclusive” greatly influences the buying decisions of customers. We want things that are not run-of-the-mill or knock-offs.

In this campaign, not only did customers enjoyed the beer, but they also stood a chance to get free limited-edition merchandise.

Aside from the sports ball, here are other reasons Heineken’s sports promotional campaign works.

 

Catchy Marketing for Beer: Why Heineken’s Works

1. Intense Football Craze

Everything about football is indeed appealing. In addition, Europe is known to be the home of a large number of football fanatics, thus there is an intense football craze in this part of the world.

With that being said, football supporters would certainly not let this once-in-a-lifetime opportunity passed. Hence, they would have the urge to check and join this promotional contest.

 

2. Exciting Prizes

Who would not want to get these exciting prizes? Absolutely, everyone is delighted to see their favorite football player or have the official Match Ball of the famous UEFA EURO. The exclusive giveaways and the opportunity to watch a match are enough reasons to buy the products.

 

 

3. Branded Product Packaging

Heineken is popular with its signature green packaging. Its iconic and custom branded packaging is hard to miss. And with the “Win” message on the box, it can double the traffic that it generates daily. On-pack promotions such as this are truly eye-catchy and engaging in the sense that they prompt people to buy on impulse because this is a rare event for football lovers.

4. Great Marketing Collaboration

Partnering with EUFA EURO is certainly a great opportunity for businesses to promote their brands. As this sports event has large supporters and audiences, it is a perfect avenue for brands to raise awareness.

Furthermore, collaborating with large retail stores in the United Kingdom is a sample of smart and effective marketing for beer. As these stores have a large number of shoppers, Heineken already secured its prospective customers.

 

Rooms for Improvement

Heineken’s marketing for beer campaign is undeniably an excellent one. However, we notice that there are areas that still need some improvement.  So here are some of our suggestions:

 

1. Branded FSDU to Spotlight the Promotion

We noticed that the promotional packs were neatly organized on the store’s shelves together with the other brands. Though the packaging is appealing, they could use a dedicated free-standing display rack to further highlight their ongoing campaign. Moreover, the strategic positioning of store displays is very important.

 

2. Additional Giveaways for Participants

The promo prizes are indeed tempting. However, we believe that providing simple giveaways or consolation items for participants can also help to lure more customers. Knowing that free items will be given away, they would become more interested in the promo and with the brand as well.

Branded drinkware, custom drawstring bags, sports bags, and towels are commonly used gifts for beer and other alcoholic drink brands. However, if you want to make a distinct mark with a useful yet really cool giveaway, we highly suggest ball-shaped bottle plugs or stoppers. Here’s why:

 

Ball-Shaped Mini Stoppers as Drinks Marketing Gifts

Great for different types of drinks: These particular stoppers were made for wine bottles. However, you can also have a bottle stopper custom-made to fit the size of beer bottles. This way, leftover beer will not lose its fizzle and will taste just as great as the first time it was first opened.

 

 

Customization: The brand can choose its preferred design as this sports souvenir comes in various themes and colors. Consequently, it is very customizable, so brands can print  their name, the team they are sponsoring, or the sports event. This adds a personal touch and makes it more desirable in the eyes of sports buffs, beer lovers, and collectors.

 

 

 

Inexpensive yet Effective: Very cost-effective, this sporty and creative promotional giveaway is very ideal to use for such an event. Likewise, it is very durable, thus can be used for the brand’s long-term promotional venture.

 

If you are interested in customizing this drinks promotional item, then be sure to quote product code ODM-3808.

 

Closing Thoughts

For 140 years in the business, truly Heineken never fails to deliver the best quality of products and services to the people. This marketing idea is indeed a great example of Heineken’s commitment to delivering excitement and happiness to its valued customers.

When marketing for beer, it is important to have a clear marketing mix and use them at the right place and time. Who is your target market? What incentives could you offer to reinforce your message? Should you do co-branding and sponsorship? These are questions you need to ask yourself when you are marketing drinks.

And with all these criteria, we can say that Heineken nailed it!

 

How Can ODM Help?

ODM is a company that specializes in custom promotional products and personalized marketing giveaways. We design and manufacture custom-made gifts to make marketing for beer more effective and exciting.

Aside from customized promotional gifts, ODM can also help with engaging creative store displays, POS display units, and even packaging for your business.

To learn more about our services, do not forget to send us an email. Here at ODM, we strive hard to provide high-quality and effective merchandise and displays to our clients around the globe.

Looking for successful promotional campaigns? Search no more. Check the blogs below for more promotional ideas.

 

Blogs by Heineken:

In a supermarket in Brazil, our team spotted this promotional fridge by Heineken that effectively advertises the brand while at the same time, keeping their product at excellent temperature for their customers.

 

This branded beer tower was designed just in time for St. Patrick’s Day. The greet felt hats placed atop the towers add a distinctive look that screams “Irish!”

 

Heineken’s promotion in Vietnam was a success. Incentivizing customers through gifts are sure to skyrocket their sales.

 

Heineken’s end cap display was “lit!” Here’s why:

 

Green is… St. Patrick’s Day and Heineken! Here are the custom beer products they offered a few years back. But here’s why they made an impact on their customers:

 

Football-Related Blogs

Gatorade has offered a promotional football as a gift with purchase to promote their new line of drinks. Here’s why this is such a great marketing idea:

 

Adidas X Telstar impressed shoppers with a massive football in-store display.

 

Looking for Football-related promotional gifts, here’s a list of awesome merch to offer your football-loving customers. This was compiled 2018, but this is still relevant today.

 

More On-Pack Promotional Ideas

Kellogg’s recent marketing is certainly a fun promotion idea that kids and kids at heart will love. Check out this blog.

Here’s how Capri-Sun captures the heart of its customers. Seek how its promotional giveaway for kids hit the mark.

Here’s how the Bud Light Beer Slay the UK stores. Learn the promo details in this blog.

Robinsons never fails to give to its customers. Here’s how it wins its customers, with its GWP idea.

Truly, Nutella never stops spreading happiness. Its promotional campaign and creative store display are currently spreading some good vibes in different retail stores.

 

 

Check out more of Mindsparkz’s promotional blogs here. Just scan the QR code below.