Heineken Launches Uefa Euro 2020 Ad Campaign
Heineken has launched a new global campaign as part of its sponsorship of UEFA EURO 2020.
The ew ‘Enjoy the Rivalry’ campaign will run across TV, digital, outdoor and on drinks promotions, and aims to encourage fans to watch alongside their rivals.
The campaign leverage’s the brand’s Official Beer Partner rights, complementing its pouring rights in stadiums and fan zones across the 11 host cities.
A hero film and TV commercial, ‘Finally together’ – developed by Publicis – uses various scenes portraying rival fans being overly kind to each other, before revealing that it was all a set up to tease their rivals.
“Capturing the fan spirit of UEFA EURO 2020 through Heineken’s unique tone of voice has been an inspiring challenge for us, and we are really pleased to have produced this latest film ‘Finally together’, which finds the human truth behind the fact that the fan experience at UEFA EURO 2020 is greatly enhanced when you watch the action with rivals,” said Bruno Bertelli, Global CCO of PublicisWW and CEO of Le Pub, said:
“After a year like no other, it was important for us to positively celebrate fans coming back together again with Heineken.”
Hans Erik Tuijt, Global Sponsorship Director, Heineken, added: “We are extremely excited ahead of our first UEFA EURO 2020 tournament as partner.
“Our aim is to develop compelling stories that resonate with football fans around the world – we believe that the ‘Enjoy the Rivalry’ campaign brings to life relatable situations that rival football fans may experience during the tournament, in a witty Heineken way.
“The campaign highlights how football can be so much better enjoyed alongside your rivals and with an ice-cold Heineken. We look forward to following the tournament and for fans to experience 11 different cities as hosts.”
The brand says responsible consumption and moderation will also be a focus for its partnership activation, with the Heineken 0.0 brand featured across the tournament.
It will also host a Heineken Star of the Match award, presented at the end of all 51 matches, and has brought France and Arsenal legend Thierry Henry on board as an ambassador for the tournament.
