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Heineken UK produces ‘The Perfect Match’ For World Cup Profit


Heineken UK has unveiled its biggest and widest- reaching promotion to date to help licensees and retailers profit from the mass consumer interest in the 2010 FIFA World Cup™.

In partnership with Sony Pictures Television, the country’s leading beer and cider producer has brought together two world renowned entertainment platforms to create Who Wants To Be A Football Millionaire? The promotion will run across five of Heineken UK’s top selling beer and cider brands – Foster’s, John Smith’s, Kronenbourg 1664, Strongbow and Bulmers.

The promotion will run nationally on pack and on can in supermarkets and off licences and in more than 13,300 bars from May providing “the perfect match” for retailers in the run up to and during this summer’s football tournament. The 2010 FIFA World Cup™ will be the most watched sporting event in the UK, while Who Wants To Be A Millionaire?, is one of the biggest and most popular British TV game shows of all time.

Chris Tarrant, presenter of Who Wants To Be A Millionaire? and one of the UK’s best loved game show hosts, will spearhead the promotion. Consumers enter by calling a hotline, quoting a barcode featured on promotional packs in the off trade and game cards that will be given in pubs and clubs when consumers buy a pint of any of the brands participating in the promotion. Callers will be asked a football-related question and 20 lucky correct entries – ten from the on trade and ten from the off trade – will be drawn to play live on the famous Who Wants To Be A Millionaire? film set at Elstree Studios with Chris Tarrant in October. Each of the winners is guaranteed £1,000 and a series of the show’s familiar Fastest Finger First rounds will be played to determine the two individuals who will each be given the chance to face Chris in the ‘hot seat’ to win a £1 million cash prize.

In addition to hosting the final show, Chris Tarrant will also appear on point of sale material and interact with consumers on phone-lines via recorded messages.

Football Millionaire will be promoted on pack, on cans and in bars using tailor made point- of- sale material featuring Chris Tarrant building consumer awareness across all trade channels to help retailers maximise beer and cider sales during the lucrative 2010 World Cup period when industry analysts predict total beer and cider sales will increase by as much as 86 million pints.

Mark Given, Brands Director, Heineken UK said: “Football Millionaire marries the unrivalled popularity of the greatest football event in the world with a highly popular quiz show that enjoys a massive following among British TV viewers. The result is a promotion that is instantly recognisable and will be attractive to a wide range of consumers both male and female, making it a fantastic profit opportunity for retailers.

“We are genuinely excited by the potential of a unique promotion that will harness the power of our biggest beer and cider brands in an activity that will drive significant incremental sales over the crucial summer trading period.”

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Thursday, January 18, 3:50 pm

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