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EUR: Heineken readies Champions League campaign

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Heineken has confirmed details of its advertising campaign for this year's UEFA Champions League football tournament across Europe.

The Netherlands-based brewer, which is sponsoring the Champions League for the fifth year this season, said yesterday (17 August) that the campaign, known as 'The Heineken Star Experience', will also emphasise its responsible drinking credentials.

Heineken said it will open this season with a new advertising campaign containing different 10-second break bumpers - in many countries supported by a 30-second TV spot - airing during live matches and highlights programmes worldwide.

The brewer will also feature 'Enjoy Responsibly' on one of its three perimeter boards around the pitch of every stadium hosting a Champions League game, complementing the regular Heineken boarding. In addition, an 'Enjoy Heineken Responsibly' 5-second match bumper will be broadcast several times during matches.

During the knock-out stages of the tournament which runs from this week until May next year, Heineken will take the Champions League trophy on tour to the US. Fans will also have the opportunity to watch the final from a special location in the world, as part of the Heineken Star Final.

Last season, around 350 fans had the opportunity to watch the final on a tropical beach in Thailand, which they won by playing an online competition.

The new adverts and bumpers can be viewed here.


Sectors: Beer & cider

Companies: Heineken

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