Heineken/Amstel Light

Objective:
Generate trial and awareness for Heineken and Amstel Light brands, especially focused around key events such as the Grammy’s.

Program:
Makai developed and executed a 7 market on-premise schedule, spanning a period of 4 months.  Program comprised 50 locations and included trained brand ambassadors delivering key product message points, product sampling, branded premiums, data capture via sweepstakes entry forms, prize giveaways, photo element keepsakes and promotional incentives to drive on-site sales.  Key markets included Miami, Ft. Lauderdale, Atlanta and Washington D.C.