-*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
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