“The King of the Grill”

1. “The King of the Grill”

2. The Idea: • Summer Grilling is favorite pass-time among Americans and Hispanics are no exception. This promotion generates interest and gives consumers the incentive to keep on grilling during the summer months. • A double IRC offer provides two saving opportunities. • First, consumers save $2 instantly on their favorite meat or seafood products and the purchase of a Heineken 12-pack or equivalent (keg cans or bottles). • A second coupon provides an instant $1 savings on any brand or size of BBQ charcoals and the purchase of a Heineken 12-pack or equivalent (keg cans or bottles). • Total savings on these combined IRC offers is up to $3. Coupons may be used separately. • The thematic of this “grilling” promotion is “El Jefe de la Parilla” (The King of the Grill). It generates excitement and empowers the consumer to hosts the best and most premium BBQ occasions.

3. One page execution overview: 1. The promotions can begin as of June 14. 2. Each promotion is a two hour promotion with one model. 3. Please try to book a minimum of two promotions per day and be considerate of drive time for the same promotion model. 4. All promotions should be completed by September 17. 5. The distributor teams pre-merchandising goal is to have a 15 case display and feature price at each scheduled account. A case card and coupon tear pad should already by on the display at the account per the distributor team. 6. The promotion model’s goal is to distribute 100-200 coupon pairs. This equates to about 4 tear pads. Each tear pad has 50 coupon pairs. The coupon pairs are: a. $2 off fresh meat or seafood with purchase of 12 pack (or equivalent) of Heineken or HPL. b. $1 off any brand any size charcoal with purchase of 12 pack (or equivalent) of Heineken or HPL 7. The model will be wearing a branded custom BBQ apron and hat. They are being requested to wear a black baby tee and black skirt with black heels.

4. “Program Elements” Hat is adjustable and must be worn—no exceptions! After placing on head flatten out top part to like picture on right. Apron should be ironed or steamed prior to wearing. Be careful not to iron over logo transfer. FPO Remove Bow. In test the Apron looks best without bow because it already has plenty of ruffles in the skirt area. Actual Apron and hat. Brand Ambassador

5. “Program Elements” These are the responsibility of the distributor merchandising team. Promo models should carry extras to leave behind in the event it is missing from the store. Any leave behinds should be documented on recap form. FPO Case Card

6. “Program Elements” Charcoal Coupon Meat/Seafood Coupon The goal is to distribute 100-200 coupon pairs or about 4 tear pads per event. The coupons are can be redeemed instantly at the store! The promo models should make sure they leave at least two full pads behind. Ideally one pad adheared to the case card on the display. The other pad can be placed on the pricing rail in the meat department.

7. Program Elements: • Heineken Brand Ambassadors (Promotion Models): • Dressed in fun and relevant BBQ grill aprons and chef hats. • Will be available for target accounts • Will “switch and convert” consumers with coupons. • Will distribute coupons to consumers and leave behind extra coupons with account. • Bilingual Case Card (Spanish/English) • With stand alone backing to prop on case display or meat counter. • Additional 2” lip for insertion in case displays • Double coupon IRC. • Two coupons on one tear pad. • $2 IRC on fresh meat or seafood • $2 IRC on any brand or size of charcoal. • Versatile coupon can be attached to case card or hung as stand alone on channel strip in “cooler”.