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Heineken International
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| BE COOL |
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Heineken finds the next big hit with MGM's "Be Cool"
Heineken International on February 23rd, 2005 announced that it has
partnered with Metro-Goldwyn-Mayer Pictures and
Twentieth Century Fox to launch a world-wide promotional campaign
for the new John Travolta film "Be Cool".
The film premieres in T&T on March 9th 2005 at Movie Towne, Caribbean Cinemas 8
and other cinemas nationwide.
John Travolta returns to the screen as Chili Palmer in "Be Cool", a
sequel to the 1995 comedy smash hit "Get Shorty".
In "Be Cool", Chili abandons the fickle movie business to bring his signature brand
of wise-guy skills and negotiation tactics to the music industry, helping a sexy widow
(Uma Thurman) save her record label while protecting himself from Rap moguls, music promoters,
and the Russian mob.
Heineken Trinidad and Tobago Ltd's promotional campaign for "Be Cool" entitled
"Live the life of Cool" begins on March 2nd 2005 and will give beer-loving
moviegoers the chance to win tickets to see the movie, enjoy Heineken beer at special prices
and win special Heineken Premiums at the participating outlets.
As part of the campaign, John Travolta will appear as Chili Palmer in a Heineken ad.
The ad was shot in 30- and 45-second versions. The promotional campaign also comprises
point of sale displays, on-premise promotions at Shakers and Ruby Tuesday at
Movie Towne and Bootleggers at Trincity Mall, radio promotions, ticket
giveaways to local screenings and tie-ins with local publicity and promotional events.
The campaign will be activated in approximately 20 countries worldwide. The campaign and
ad will also run on www.Heineken.com, starting on March 7th.
All promotional information can be found at www.triniPULSE.com
"We are excited to be partnered with MGM, 20th Century Fox and John Travolta for 'Be Cool,'"
says Jeff Povlo Heineken International Sponsorship Manager. "With this film Heineken continues
its long-standing association with high impact blockbusters which have a natural fit with the
brand and which give us great opportunities to deliver unique experiences to our consumers."
"We're delighted to further our relationship with Heineken on 'Be Cool,' especially
after having such great success with them on 'Die Another Day,'" says Peter Adee,
MGM president of worldwide marketing. "This partnership is a very comfortable fit for this
film, and we're excited for the launch of the campaign."
John Travolta previously starred in a Heineken ad for the promotion of the 2001 film
"Swordfish." Heineken's partnership with "Be Cool", follows successful
associations with other Hollywood blockbusters including "The Matrix Reloaded,"
"The Bourne Identity," "Die Another Day" and "Zoolander", to name just a few.
Heineken products will feature in scenes from the movie. Heineken's long-time entertainment
marketing agency Norm Marshall & Associates coordinated the relationship. The ad was produced
by Wieden+Kennedy Amsterdam, and U.S.-based Ryan Partnership developed the below-the-line
concepts.
For further information please contact:
Robert Persaud
Heineken Trinidad and Tobago
Telephone: 671-6161
E-mail: Robert.Persaud@Heineken.com
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