E-Malt.com News article: USA: Heineken taps entertaining at home trend with new BeerTender marketing campaign

Heineken USA announced today the launch of a new marketing campaign which further reinforces BeerTender's® position as the ultimate provider of premium draught beer at home, Marketwire reported June 9. Heineken USA, ever on the forefront of consumer trends, has provided a product right as the consumer is seeking to augment and improve their at-home entertaining experience. This on-the-rise trend is confirmed by a survey conducted by GFK Roper, which indicates the majority of Americans feel that entertaining friends at home carries more status than dining in a fancy restaurant.

The new spot is the first Heineken® Lager ad created by new advertising agency Wieden + Kennedy, and features a unique perspective on suburban home bars that have been "upgraded" by BeerTender.

The innovative BeerTender is designed exclusively for use with the Heineken® DraughtKeg™ and Heineken Premium Light® DraughtKeg™ to provide an authentic draught beer experience at home. BeerTender's elegant, countertop chilling mechanism uses the DraughtKeg system's patented carbonator technology to deliver a perfect pour every time. Heineken USA and Krups® launched BeerTender nationally in April at high-end retailers and online stores.

"BeerTender is an innovation in draught technology and a must-have for any beer aficionado who values a premium-quality draught beer experience and stylish product design in his home," said Shane Hoyne, senior brand director, Heineken. "The new advertising cleverly shows how BeerTender can transform at-home entertaining into a premium, high-end experience."

The "Home Bar" television spot breaks on June 9 and will remain in rotation through late July. The spot follows two guys on a suburban tour of home bars -- a surprising underground view of the best spots in the neighborhood. Each location is different, but they all have one thing in common -- guests enjoying perfectly poured icy-cold Heineken and Heineken Premium Light draught beer from their BeerTenders.

The spot will air on various network and cable channels during primetime throughout the summer, including FOX, ESPN, ABC, and Comedy Central, among others. "We'll also be more visible in select primetime broadcasts in order to ensure our maximum reach and visibility during key summer weekends, beginning with Father's Day," said Hoyne. Print ads will run in select publications including Maxim, GQ and Sports Illustrated. Web-specific advertising will appear on Yahoo!, AOL, SI.com and New York Times.com beginning in June.

Club BeerTender

BeerTender's advertising campaign will also usher in Club BeerTender, a new online destination that helps the consumer explore and discover how BeerTender transforms anyone into the ultimate bartender in his own home. When consumers first visit the site, they can customize their virtual BeerTender experience by designing their own on-line "Home Bar," and can maximize their real BeerTender experience by downloading custom designed posters, invites and other personalized tools to decorate their own home bars.

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit EnjoyHeinekenResponsibly.com.

About Krups

Krups engineers coffee machines and food preparation appliances that provide clear functional, rigorous European design at the highest level of technical perfection, performance and quality. Designed and built for those who continuously seek out authentic gourmet experiences and take pleasure in discovering how things are done well. Krups is a subsidiary of Groupe SEB the world leader in small appliances.


10 June, 2008