Netherlands: Heineken announces new UEFA Champions League advertising campaign
Heineken International announced the launch of a new advertising campaign for the Heineken brand and the UEFA Champions League partnership, which establishes the new theme “Enjoyed together around the world”, according to company’s press release of March 7. This new campaign builds on the truly international premium status of both Heineken and the Champions League.
The new campaign created by The Red Brick Road, contains fourteen 10-second break-bumpers featuring football fans enjoying Heineken and the Champions league together in a range of locations around the world. Eight of these exotic locations include the beautiful Cook Islands, an igloo in Nuuk, Greenland, the Calgary tower, Canada, and a boat floating in Shanghai busy harbour. The other six break bumpers show a group of people enjoying Heineken DraughtKeg and the UEFA Champions League in Manhattan, Moscow, New Zealand, Jamaica, at sea and even in space.
”This new Champions League advertising campaign connects Heineken as ‘the world’s quality beer’ with the internationalness of the UEFA Champions League, by showing that Heineken and UEFA Champions League are enjoyed together in unique places around the world”, said Walter Drenth, Global Advertising Manager Heineken. “For the break bumpers the team identified and shot far flung locations in different continents to emphasize the worldliness”. The break bumpers will be aired during live matches and high lights programmes worldwide.
In addition to the new series of break-bumpers, Heineken has also produced a new thematic commercial ‘Space’, which depicts astronauts enjoying Heineken and the UEFA Champions League from the MIR space station. In line with the break bumpers the commercial has been produced with two versions, Heineken bottle and DraughtKeg, and are available in 25-second, 30-second and 45-second edits.
The new advertising will air tonight during the return matches of the first knockout stage of the UEFA Champions League.
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