Alexander Keith's could do better

I've never been in the beverage or beer business, but if I were client-side over at Alexander Keith's brand, I may have challenged the thinking behind a recently launched contest. Here is how Marketing Magazine describes the new promo:

"Keith's is asking customers to "Turn Over The Tartan" as part of its first national integrated promotion. Customers can peel away a specially-designed tartan label on Keith's bottles to win Roots apparel and HMV Gift Certificates" along with other prizes.

I wonder if the Keith's client considered any of the items below which, for myself, seemed out of step:

· Turn Over the Tartan seems to be the alcoholic equivalent to Tim Hortons Roll-Up the Rim to Win. Nothing new or exciting here.
· Given the recent publicity surrounding the arrest of Keith's spokesperson who is accused of possessing child pornography, it is a questionable image to put out to the public (i.e. to look under anyone's tartan) given the timing since this news broke.
· Aside from the above point, is this the right message to communicate assuming that the target audience is likely heterosexual twenty something guys? Are they really keen to look under any tartan? Or, am I missing the point here when I assume that the tartan they are referring to is supposed to be on a Scotsman, or is it on Britney Spears?

I like Keith's, I think it is a good beer. For all I know this promo may work well. The site is ok but, I don't see anything breakthrough here.

On another note, I was at a party recently and Heineken was all the rage. Why? The new aluminum bottle packaging. Very cool. The sexiness and appeal of the packaging is working overtime for the brand image. Everyone was talking about it and the chatter was all good for Heineken.

I'd really love to know your comments on this one. Do you think Keith's is on or off with "Turn over the Tartan?