EVENTS & PROMOTIONS: PROMO SPOTLIGHT: HEINEKEN USES AFRICAN MASKS TO NOTE BLACK HISTORY MONTH

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Marketer: Heineken USA, White Plains, N.Y.

Effort: Limited Edition African Mask Stein Collection.

Agency: JDA, Detroit.

Twist: To mark Black History Month and drive midwinter sales, Heineken features two authentic African tribal masks from the Ivory Coast in its promotion themed "Feel the ancestral honor." For its second mask-theme promotion, Heineken created two limited edition beer steins, each bearing the image of a mask, available by mail for $20 for the set. Grand prize in an accompanying sweepstakes is both original masks, valued in the thousands.

Vital statistics: Promoted in 19 major markets, the effort receives heavy point-of-purchase support, including on-premise and in-store signage. The African mask promotion is significantly expanded from its debut a year ago in six markets, when Heineken reported record February sales, up 20% over the previous year. Local radio spots support the effort.

Kate Fitzgerald

Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or e-mail address K8FITZ@aol.com.

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