Heineken USA marketing strategy Brief Article
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Heineken USA is following its successful "keg" can with another specialty package, a new Mardi Gras 16-ounce can. The can has been designed for Mardi Gras 2001, and the company has imported 45,000 cases for distribution around the country. "Cans are the preferred package for on-the-go occasions, the new Heineken Mardi Gras can is a unique way for people to make Heineken a part of their Mardi Gras celebrations," said Steve Davis, senior vice president of marketing. "Inventive packaging alternatives, such as the popular 'keg' can, are effective ways to reach consumers and help them celebrate special occasions." Mr. Davis reports that the new package will get strong P.O.S. support with on array of festive danglers, decals and large inflatables.
Heineken N...