17 Five years following the introduction, the David draught beer system aimed at lower volume on-trade outlets, is available in 85 markets. During the year, we also made good progress on the mobile Xtreme Draught concept, the next generation of the David system. Xtreme Draught uses either the new 'Ten Can' (10-litre draught keg) or the standard 20-litre David keg, making it flexible and easy to use. It also means optimal freshness for the beer and a better experience for both customer and consumer. The new system is now available in 25 countries around the world. Finding new and faster ways to grow volume is the key rationale behind the roll-out of our Extra Cold programme which adds value to the Fleineken brand equity and which is now available in more than 100 markets. As we move into 2008, all these programmes will continue to be driven at a market level to address specific consumer needs or to ensure we are able to offer the consumer a quality Fleineken brand experience across the spectrum of consumer drinking occasions. International marketing With Fleineken now available in almost every country in the world, Fleineken is literally the only beer brand in the world that can develop and deliver major international marketing initiatives with such authority and credibility. In 2007, we again used this credibility as a way to clearly differentiate the Fleineken brand from its competitors and as a way to bring the brand alive for consumers and trade partners. 'One World, One Cup, One Beer' was the motto for the fully-integrated campaign for the 2007 Rugby World Cup held in France. Throughout the seven weeks of competition, Fleineken had a massive presence around the stadia, the tournament and in the world's media. We also entertained 8,000 guests, including consumers and trade partners from more than 30 markets. The Fleineken brand's UEFA Champions League (UCL) sponsorship also leveraged the credibility and authority of the brand. The programme was supported by centrally developed international commercials and break bumpers, on air in 156 countries, as well as consistent communication material and trade support programmes. At the tournament final in Athens, the culmination of more than nine months of in-market activity, we broke our own record for guests at a single event when we hosted more than 1,100 guests from around the world. The first UCL Trophy Tour to Asia Heineken N.V. Annual Report 2007

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2007 | | pagina 20