Heineken to launch Rugby World Cup ads

Heineken to launch Rugby World Cup ads

Heineken has unveiled six ex-rugby players as brand ambassadors for its beer brand, as part of the brewer's sponsorship of the upcoming Rugby World Cup.

Former England Captain Will Carling will work alongside New Zealand star Zinzan Brooke and former South Africa captain Gary Teichmann as ambassadors for Heineken. Ex-Irish centre Rob Henderson, former Welsh player Scott Quinnell and Australia's Matt Burke complete the six-strong line-up, Heineken said today (11 August).

The brewer said that it plans to film a series of eight "light-hearted and off-the-cuff videocasts" using the six ex-players. It will film one ad per week from 30 August, to run in-line with the World Cup itself, and the content will be aired via social and digital media.

The ambassadors will also participate in media events in their local markets to promote Heineken and the brand’s sponsorship of the tournament, the group said.

Heineken plans to launch 10-, 30- and 60-second adverts for the World Cup, around a campaign entitled "This is the Game". The campaign focuses on the values of the game, known as 'the code'.

The Rugby World Cup kicks off in New Zealand on 9 September.