Tailor-made sales promotion
for Heineken and Amstel
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39
Sales promotion articles are starting to play an in
creasingly important role within Heineken.
Marketing sees these products as a fully-fledged com
munication medium, a tool which supports, confirms and
strengthens the positioning and personality of the brand.
In the past there was hardly any difference between the
sales promotion articles for Heineken and Amstel. The
parasols, ashtrays, leisure wear, lighters, etc. were the
same; only the branding on the article and the colours
differed.
The sales promotion department of Heineken
Corporate recently carried out surveys into the possibilities
for designing sales promotion articles with an image better
tailored to the brand.
The results of that survey can be clearly seen on this
and the following pages. The new design element for
Amstel is formed by the more rounded shapes which are
repeated in as many articles as possible. Generally speak
ing, the sales promotion articles for Heineken have
somewhat more of a premium image, whilst those for
Amstel focus more on the 'fun' element.
