Ahead of First Responders Day on Oct. 28, Heineken is donating $1 for every Heineken 0.0 6-pack purchased at retail, or $1 for every bottle or can purchased in on premise accounts in the month of October.
The donation, up to $50,000, will benefit the Stephen Siller Tunnel to Towers Foundation that honors the sacrifice of Stephen Siller who laid down his life to save others on Sep. 11, 2001, and honors military and first responders who continue to make the supreme sacrifice for the U.S.
“Regardless of the nature of the call, first responders never know what they’re heading into until they get there,” said Meredith Kiss, Brand Manager, Heineken USA. “We are proud to reinforce the brand’s support of the Foundation and drive the charitable contributions by activating on- and off-premise sampling events merchandised with POS in a retail promotion beginning September 28th. We will also be working with a celebrity, to be announced, to drive this message and show support for first responders. We are honored to be part of keeping Stephen Siller’s legacy alive through a variety of philanthropic initiatives geared toward first responders.”
On Sept. 29, Heineken 0.0 also supported the Tunnel to Towers 5K Run & Walk NYC held annually on the last Sunday of September, and now considered one of the top 5K runs in the country. The event symbolizes Stephen Siller’s final footsteps to the Twin Towers site and pays homage to the FDNY firefighters, law enforcement officers and civilians who lost their lives on Sept. 11, 2001.
Through Twitter, Heineken 0.0 will call on consumers to nominate first responders in their towns and will then deliver cases of the beer to local firehouses and police stations as a thank you.
In-store display merchandising will amplify the program and maximize the donations to the foundation.
Heineken 0.0 lets beer drinkers enjoy great taste and the premium quality of Heineken at any time of day as part of a balanced lifestyle. It’s for those moments in life when beer drinkers want a great beer but not the alcohol. Retailers and on-premise operators who get behind the October program will be supporting a noble cause and maximizing sales and profits with the new, fast-selling Heineken 0.0.