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June 26, 2007
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Heineken plans experiential campign for Italy's leading beer




Heineken is set to launch an experiential campaign for beer brand Birra Moretti, focusing on the brand’s authentic Italian roots and establish a strong affiliation with jazz music throughout the summer months.
 
The activity kicks off this week with Birra Moretti’s positioning as the official beer of the Glasgow Jazz Festival – the largest jazz festival in Europe.  The sponsorship will be manifested through branding at the event and on all event communication, positioning in ten key outlets featuring branded point of sale material and sampling.

Melanie Woest, Brand & Consumer Insight Manager at Heineken says: ‘The sponsorship of the Glasgow Jazz festival allows us to maximise an area that is yet untapped by beer brands. Instead of going after a sport or mainstream music event, the affiliation with jazz empowers us to target very specifically and also support a huge European event. iris Experience has created some innovative point of sale activity and a crucial system for monitoring and evaluating the impact of the events and we’re looking forward to the summer where Birra Moretti expands upon it’s unquestionable popularity in Italy.’
 
Beyond the festival activity, from mid July iris Experience will be creating a programme of jazz evenings around the country in order to increase brand awareness amongst the key target audience of males aged 25-49 and support Birra Moretti trade campaign.
 
Nico Tuppen, Client Services Director at iris Experience says: ‘There is an amazing gap between the perception of Birra Moretti in the UK and it’s huge presence in Italy, where it is the No. 1 beer. We wanted our work with the brand to associate beer with a new phenomena in order to target a male audience who are sophisticated, cultured and knowledgeable. The Glasgow Jazz Festival is a fantastic way to take the beer to a mass audience, and the ongoing jazz evenings should help sustain the initial activity in order to drive awareness and position the beer as the immediate choice for the desired target audience’
 


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