-*Effie Award for Maes Boxing Excitement Grips Mexico In June this year, Heineken's successful campaign to launch the new Maes beer won a gold Effie Award. This prestigious award recognises effective communication campaigns and is regarded as the award in the advertising industry. The surprising and creative campaign was developed together with agency TBWA. It focused on creating a dialogue with consumers and allowing Belgians to rediscover the new Maes for themselves. The most talked- about activation of the campaign was 'put a crate in front of your window', which offered the whole of Belgium the chance to try the new Maes. The public were invited to leave a crate of empty beer bottles, containing any beer brand, in front of their window. The empty crates were swapped for a free crate of Maes. By the end of the campaign, 36,000 crates of Maes had been exchanged. The campaign continued with the national Maes taste test, offering Belgians the opportunity to sample Maes either in their local bar, or from a mobile bar that visited more than 550 towns and villages across the country. And the results speak for themselves: more than 50,000 Belgians tasted the improved beer and 97% of the voters said 'yes' to the new Maes! www.maes.be Mexicans love football and boxing. Many cups and championships already exist for football but the Tecate Box Tour is offering consumers a truly interactive experience with their favourite pastime. Sponsored for the first time this year by the popular beer brand Tecate, it tours throughout the country, stopping in ten cities. "The Tecate Box Tour represents the true spirit of Mexican boxing," states Tecate Brand Manager, Patricia Garcia Cedillo. "Visitors have the opportunity to interact with the venues' many interactive attractions, assist during thrilling bouts, and meet their favourite sportsmen. And, of course, Tecate is available throughout the Box Tour." Fans can follow the course of events via the Tecate website, which is updated regularly with news, pictures and videos. Tecate has even invited participants to share their own 'Tecate Box Tour Experience*. Tecate, one of the most popular beers in Latin America, is the flagship brand of Cerveceria Cuauhtémoc Moctezuma, which was recently acquired by Heineken. www.tecate.com. mx World of Heineken 42 - summer 2010 neat men use glovestecate is tne ojpciai sponsor of Mexico's boxing fever 3

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World of Heineken | 2010 | | pagina 5