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Heineken’s Takes the Stage Campaign Kicks Off

By January 24, 2014Top News

Heineken USA announced the details of its spring 2014 retail and on-premise promotion. HK_TakeTheStage_OnPrem_Poster_1756-047 copyThe latest chapter in the brand’s Legends campaign, Heineken’s Take the Stage program invites adult consumers, 21 and older, to enter Heineken’s national sweepstakes for the chance to be a part of one of three Heineken sponsored venues: the set of the next James Bond film, DJ-ing at the Heineken House at a 2014 music festival or center court at the 2014 US Open.

Heineken is investing $10M to increase awareness and encourage participation in the brand’s fully integrated Take the Stage promotion. Targeted TV and digital advertising, traffic-stopping retail and on-premise merchandising and POS materials and channel specific IRC (instant redeemable coupons) and MIR (mail in rebate) offers (where legal) will encourage consumers to engage with Heineken for a chance to claim their “15 minutes of fame on one of the world’s most exciting and sought after stages.”

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