Heineken ups marketing spend

08 January, 2010

Heineken UK is ramping up the marketing spend on its major beer and cider brands in 2010.

The biggest increase will be on John Smith’s with an increase of 40%. The company claims the brand will account for 85% of all marketing money spent in the ale category.

The main focus will be on racing and the Grand National, with consumers being given the chance to win a share in a racehorse called Smithy.

Strongbow and Bulmers Original will both receive a 30% boost in marketing budget, with ads for Strongbow on TV from March to October. Support for Bulmers will look to differentiate the brand from close competitors including Magners.

Foster’s will receive a 10% increase in spend with TV, radio, Twitter, cinema and direct marketing activity.

A new advertising campaign for Kronenbourg 1664 will appear in the first quarter of the year.

Heineken will be advertised above-the-line in May and October, and there’ll be a consumer competition around the UEFA Champions League sponsorship on four, six and 12-packs of the glass bottle.

Tiger will get a pack relaunch this year and is sponsoring the Chinese new year celebrations in London, Manchester and Newcastle.

A new multimedia ad campaign will also break in January.

Mark Gerken, managing director for the off-trade at Heineken UK, said the aim was to offer retailers alternatives to discounting to drive category growth.

“New tactics are being deployed with the introduction of deeper cuts, such as the recent Carlsberg four-for-£1 deal in Morrisons.

“There are other ways that consumers can receive tremendous value for money without having to resort to deep discounting.”

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