Heineken Drum Hat

In 2008, Heineken wanted to be the number one beer during the European football Championships. Its main objectives were to increase turnover, generate free publicity, increase brand awareness and raise its image amongst Dutch football fans.

Heineken Drum Hat

Agency name: TBWA\NEBOKO Client name: Heineken (The Netherlands) Category: Integrated communication

BACKGROUND

For many years there has been no growth in the Dutch beer market. Therefore, to gain market share from competing brands and to defend sales volumes, promotions are an essential tool for the success of a beer brand in the Netherlands.

As a long-term sponsor of the Dutch national team, Heineken has a strong heritage in promotions around football events. Since beer and non-beer brands focus on these events more and more, it becomes more difficult to stand-out from the...

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