Holsten Pils this week becomes the first alcohol brand to follow the
lead of company’s such as Heinz and launch a direct mail campaign to
build a customer database - by offering free bottles of lager to 3.5
The door-drop is intended to help Holsten target 18- to 35-year- old
males, and the company is using WWAV Rapp Collins, the same agency that
helped Heinz launch its database marketing drive two years ago.
The direct mail push, which is expected to cost pounds 1m, is part of
the pounds 14.5m promotional campaign for the repackaged and
reformulated Holsten Pils lager.
It is Holsten’s first major move into below-the-line marketing. The
drinks firm’s marketing budget is typically spent on large-scale above-
the-line activity, typified by its current advertising campaign through
Households will receive a leaflet with a questionnaire about drinking
habits, which they must complete to claim their free bottle of lager.
The information collected will be used by Holsten for future new product
Around 2300 pubs are involved in the promotion and will exchange the
completed vouchers and give customers their free beer.
S&N Retail, Bass and Greenalls pubs are involved in the promotion which
is due to start on October 20, during what the drinks firm is now
calling ‘Holsten Week’.
Holsten is aiming to target 20% of all UK households during October.
Marketing director Phil Plowman claims this is the largest mass-tasting
ever staged by a drinks firm.
The move is intended to encourage trials of the new-taste Holsten Pils,
which has been reformulated to help it compete against changing tastes
after the rise of ice beers and alcopops.