Save The Limes!

Heineken, always ecologically minded, is asking consumers to think twice before needlessly decreasing the world's lime population with a tongue-in-cheek promotional campaign, Save a Lime, Open a Heineken. The regional program will roll out in targeted markets, including Los Angeles, San Diego, Orange Country (California), San Francisco, Phoenix, Las Vegas, Dever and Seattle. Besides being ecologically motivated, the program is educational as well, as it communicates the fact that a lime isn't needed to enjoy the pure taste of an unadulterated, full-flavor beer. During the weeks leading up to Cinco de Mayo, promotional teams equipped with branded key chain bottle openers, tee shirts and tattoos will visit retail accounts (where legal), encouraging consumers to save limes by opening a Heineken-which does not require a lime to improve its taste. Heineken has also developed numerous support materials for the program, including POS items, unique branded merchandise and wearables.