PACO BOTTLE REWARDED
'FUN AND FUNCTIONAL' GIFT PACKS
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HEINEKEN AND FEMSA JOIN FORCES
Heineken Hong Kong was awarded gold
and silver prizes for the Paco bottle in the
Asian Marketing awards: respectively the
best package innovation and the second
best integrated marketing campaign.
In Hong Kong beer is considered a
relatively unsophisticated drink, and
generally beer is communicated as such.
The beer category is also highly price
competitive, with little brand loyalty and
heavy promotional activity market wide.
For this remarkable campaign Heineken
Hong Kong adopted the trappings of a
fashion brand to support the shift from the
general beer category into the premium
drinks market. The campaign included
nightclubs and a month-long installation
in one of most luxurious Japanese furniture
chains. The campaign was very special,
to introduce the product a specially
crafted white container in the shape of a
capsule accompanied the bottle.
jP güeJS! -i
Recently launched in the Dutch market,
'Fun and Functional' gift packs seek to
increase the impulse purchasing of
Heineken brand in any travel retail outlet.
Heineken Duty Free and Travel Retail depart
ment developed 'Fun and Functional' gift
pack range exclusively for sales in the travel
retail markets. The gift packs - Game Pack,
Sun Pack, Sound Pack and Picture Pack -
contain three Heineken 33cl cans plus a
Heineken gadget like sunglasses, radio with
earphones or a can-shaped photo camera.
Developed in cooperation with travel retail
customers 'Fun and Functional' gift packs
address universal needs of travelers, as
they are compact and convenient for
carrying. Besides that 'Fun and Functional'
is an innovative product in the market that
can generate high margins. Heineken Duty
Free is already planning to roll out 'Fun and
Functional' globally.
Heineken and Fomento Económico
Mexicano, S.A. the C.V. (FEMSA) announced
that Heineken USA and FEMSA Cerveza
have reached an agreement that will make
Heineken USA the exclusive importer,
marketer and seller of FEMSA's beer brands
in the United States. Heineken USA will
increase its leadership position in the key
US import segment and will provide FEMSA
with a powerful platform. Heineken USA
will assume responsibility for the
marketing, sales and distribution of the
beer brands Tecate, Dos Equis, Sol, Carta
Blanca and Bohemia across the United
States. The FEMSA brands add about 1.8
million hectolitres to Heineken's volumes
in the USA, bringing the total Heineken
volume to 7.9 million hectolitres (+28%).
FEMSA adds more volume in the USA
