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uckler on tour in
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Birra Dreher, Heineken's Italian operating compa
ny, organised a large-scale promotion for the alco
hol-free beer Buckler during the past summer
months. Over a period of four months all the big
ger Italian cities and the most popular beach
resorts were visited by the Buckler 'roadshow'.
From May until the end of August
the Buckler roadshow travelled
throughout Italy, including the
islands of Sicily and Sardinia. During
the first two months the emphasis
was on the big cities, in the final two
months the Buckler team headed for
the beaches.
The roadshow consisted of a 4WD
vehicle towing a 4.5-metre-high
Buckler bottle, plus a bus from which
samples of ice-cold Buckler were
handed out. Where possible, an in
flatable, eight-metre-high Buckler
bottle also formed part of the show.
Four charming Buckler promotion
girls handed out not only cans of
Buckler but also Buckler T-shirts and
beer mats. In total, 400,000 cans were
distributed, 30,000
500,000 beer mats.
T-shirts and
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Beer mats
The beer mats were targeted both
at consumers and at the trade. With
the Buckler logo printed on one side,
the other side of the beer mat showed
the region being visited by the road
show that week and included the
names and addresses of some thirty
major on-premise and home
consumption sales outlets where
Buckler is on sale. The beer mats -
produced in a total of sixteen different
versions - were a perfect way of com
municating where Buckler is on sale,
according to Product Manager Dennis
Heijn.
Each sales outlet was visited be
fore the arrival of the Buckler roads
how and also received free cans of
Buckler, T-shirts and beer mats.
Publicity
Publicity for the Buckler roadshow
tour was provided via Radio 101. This
radio station, one of Italy's biggest,
aired 1,200 commercials for Buckler
over a four-month period. Its listeners
were also told several times a day
where the Buckler roadshow could be
found.
Besides this, Radio 101 put out a
daily live broadcast during which eve
rything revolved around the Buckler
Quiz. In this quiz a visitor to the
roadshow competed against a listener
who'd phoned in to the Radio 101 stu
dio. The winner received a Buckler
rucksack, the loser a T-shirt.
According to product Manager
Dennis Heijn the promotion went
satisfactorily. Both consumers and the
trade responded favourably to the
initiative. In some cases the campaign
resulted in an increase in the number
of distribution outlets.
The Buckler promotion girls gather round a Buckler
Quiz contestant.
