Marketing and promotion activities
Promotional and service material
"3*3
The main brands of Heineken Italia, either own
products or under license are: Heineken, Birra Moretti,
Dreher, Amstel, Baffo d'Oro, Buckler, Henninger,
Ichnusa, Mc Farland, Messina, Moretti La Rossa,
Moretti Doppio Malto, Murphy's, Pedavena, Sans Souci,
Von Wunster, Prinz, Sans Souci Ice, Adelscott and
Desperados and now the new specialty brands
Affligem, Amstel 1870, Brand, Doreleï, Fischer Blonde,
Fischer Tradition, Gasoline, Wieckse Witte.
Ufiecm
WlTTE
happy that after a period of relative uncertainty in the market,
the situation now has become very clear. Now we have a complete
portfolio of all company brands. Energies and efforts we will
invest are all for the long term interest of Heineken Italia."
In relation to the launch and promotion of the new portfolio,
Heineken Italia has devised a communication plan that will support
sales force activities. The advertising press campaign will aim
to present the new Heineken Italia portfolio in its entirety and
this will alternate with specific campaigns for certain individual
brands.
For two product families, Wieckse Witte and Affligem, an integrated
communication plan has been drawn up. For Wieckse Witte, an
advertising campaign will be on air and in some magazines and
the free press. The communication plan also includes investment
in the Promocard circuit. For Affligem an advertising campaign
has been planned which will involve billboards and magazines to
PAGE 43
promote this prestigious family of abbey beers that have a more
austere and traditional profile - perfect for the connoisseur public.
One innovative aspect that enriches the offer of the new Heineken
Italia specialty beers involves the production of a vast range of
promotional and service material (POP) for each product family in
order to strengthen brand visibility in bars and clubs. The POP
material, which has more than 150 object typologies, includes
some classic products that have always been successful in horeca
channels, such as platters, coasters, mirrors, boards and towels.
For some brands, original clothing products such as t-shirts, polo
shirts, aprons and hats have been designed.
Finally, to enjoy the special beers in an optimum way, each brand
has a special associated glass, making a total of sixteen glasses.
The distinctive form of each glass enhances the flavour and aroma
of the new products. Correct pouring and choice of a suitable
glass are thus fundamental strategies aimed at enhancing the
experience and enjoyment of these new specialty beers.
