Nothing says "Happy holidays" like a frosty six-pack—self-stick red bow optional. Heineken knows there are parties happening around year's end, with opportunities to hawk premium beer. But since the Great Recession could stunt the merrymaking, the marketer also is touting its green-bottle product as a gift that could be as welcome under the tree as a reconditioned iPhone (don't drink and dial!). In November and December, Heineken is planning special displays and discounts at retail under the tagline, "Give in good taste." Message: direct. Timing: impeccable. With so few ducats in so many consumers' pocketbooks, buying one more sweater or tie makes no sense when all Uncle Joe really wants is an adult beverage. On second though, make that a keg.
—Posted by T.L. Stanley