Heineken has launched a promotion designed to drive sales throughout rugby's Heineken Cup season.
Heineken is providing participating retailers with a free prize draw competition for customers, available from on-shelf leaflet dispensers. The competition offers retailers the chance for customers to win a VIP, all expenses-paid trip to the Heineken Cup final at Twickenham in 2007. They can also win Heineken merchandise including 'Get Closer' branded kit bags, mini rugby balls, rugby shirts, hats and Heineken Cup pocket guides. Heineken will be distributing 'Get Closer' POS kits, to help wholesalers create interest and excitement in-store.
Heineken customer marketing controller Chris Duffy said: "We've put together a promotional package, with money can't buy prizes, to help the off-trade tap into these occasions."
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