Succumb to Smoothness: Heineken Premium Light

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Succumb to SmoothnessHeineken Premium Light

• Presented by
• Nick Gorogianis
• Mahad Rafeeq
• Brittany Koritz
• Cory Kraus
• Matt McIntire
• JulieTrac

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Heineken Premium Light is the culmination of many
years of research, building upon the
craftsmanship and quality that Heineken pioneered
133 years ago.
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Innovation

• Creating a light beer enjoyed by beer drinkers
• Women large deciding factor in household
  purchases even beer
• Heineken lovers watching caloric intake for
  health or lifestyle reasons
• Premium Light 12 oz. bottle contains 99
  calories, 6.8 grams of carbohydrates, 1.0 gram of
  protein, 0.0 grams of fat
• Build a community
• Newsletter
• Invitations to Heineken sponsored events

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Marketing

• Clubs
• Stadia/sporting events
• Restaurants
• Magazines
• Maxim, Stuff, etc.
• Cosmopolitan, Glamour, etc.
• Heine-Mobile
• Heine, the Heineken bottle mascot

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Marketing

• Sponsor music festivals/concerts
• Heineken beer garden
• Food festivals
• Taste of Chicago
• SummerFest
• College bars (Heine Nights)
• Airports
• In-flight beverage carts
• Sky catalogs

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Promotions

• When you purchase 12-pack, you receive a Heine
  Hider, a zip-up, single bottle cooler, specified
  to fit Heineken Light bottles.
• Heineken Club
• Bar/restaurant swipe card to keep track of
  Heineken consumption
• Bottomless Heineken mug
• Earn points to get Heineken merchandise
• Win a date with a Heine Hottie/Heine Hunk
• Sweepstakes