HEINEKEN USA

[Agency: Havas Formula]

Challenge: Looking to drive overall sales of the Heineken brand during key holiday weekends in January and February—New Year’s, Super Bowl, Valentine’s Day and Presidents’ Day—Havas Formula’s experiential team executed a targeted sampling program at key retailer Costco.

Actions: We supported an endcap display and engaged with consumers in an effort to lift sales during scheduled demos. Two key ways our agency did that: We got consumers to experience the beer’s ingredients—to see, smell and touch the barley, wheat and more—and we offered special glassware to attract them during the busy holiday season and as a reward for the purchase of every case.

Results: Over two months encompassing four holidays, we conducted 70 demos. Sales increased by 99 percent from the previous year during the same time period, and Heineken had the No. 1 case average of anywhere in the country with an average of 50 cases sold per store. In Costco’s Redwood City, California, store alone, the number of cases sold increased by 244 percent. In total, our program helped sell 847 Heineken cases across 17 Costco locations. Proost!