Heineken UK is helping bars, pubs and clubs to drive sales this Halloween with a major campaign for its Strongbow Cider.
Running today (October 23) until Bonfire Night on November 5, its “CarnEvil” activity offers point-of-sale kits including themed décor plus a competition for consumers and a staff incentive.
It is capitalising on Halloween becoming the second biggest party night after New Year’s Eve, with 40% of Britons spending money on Halloween products, according to Mintel research.
Gamecards, available with a pint of Strongbow, offer a chance to win a five-night stay in New Orleans, including attending the Mardi Gras festival. People enter by inputting a unique code online to reveal an instant win. Licensees will have 30 CarnEvil top hats to give away as an instant win.
Strongbow POS kits allow bars to create their very own theatre of horrors with a range of Halloween-themed décor such as petrifying posters, creepy cobwebs and devilish drip mats.
Staff are being incentivised to “dress to repulse” for a chance to win their own trip to Mardi Gras by uploading an image of their bar decorated in the CarnEvil kit to social media.
Jerry Shedden, on-trade category and trade marketing director at Heineken, said: “Strongbow’s fangtastic Halloween kit is guaranteed to get more people through your doors.
“With Halloween being the second busiest party night of the year, consumers will be planning now for places to go with mates, and the Strongbow CarnEvil theme is an exciting and eye-catching activation that taps into current trends and makes your pub or bar stand out.”
Online support for licensees will be available at www.strongbow.com/assetlibrary including POS downloads, “How To” guides and assets for social media channels.