Sponsorship aim achieved
B uckler contract
will be terminated
The group of racing cyclists managed by Jan Raas have started their final
season under the name Buckler Cycling Team. When the three-year contract
terminates at the end of 1992 Heineken can look back with satisfaction, as the
sponsorship's objectives will have been achieved.
The aim of the sponsorship con
tract with the cycling team
under the management of Jan
Raas was to build up a brand aware
ness of 75% in Europe over a period of
three years. Research by an external
bureau has shown that this level will
have been reached by the end of 1992.
The success of the sponsorship is
based on the team's successful perfor
mances over the past two years. Stage
victories in leading races such as the
Tour de France and wins in the spring
and autumn classics have quickly
helped to familiarise consumers with
the Buckler name.
Million
The strong increase in public awa
reness of the Buckler brand has had a
very favourable impact on Buckler's
sales in volume terms. In the final
months of 1991 it became clear that
during that year Buckler had exceed
ed the magic threshold of 1 million
hectolitres (that's as many as five
hundred million glasses). Although all
'Buckler countries' contributed to the
growth, it was Holland, France and
Spain which accounted for the bulk of
the sales. Within a short space of time
Buckler has moved up into second
place in the European league table of
non-alcohol beers.
Message
In future, therefore, marketing
activities for Buckler will no longer be
aimed at boosting brand awareness.
Emphasis in Europe in the years
ahead will be on the message: 'What
is Buckler'. Other forms of communi
cation, such as commercials and
printed advertisements, will be used
to put this message across.
The cycling team of Jan Raas is riding
in Buckler colours for the last time this sea
son.
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Gucklfij
THE WORLD OF HEINEKEN
