Heineken: Stadium Of Dreams

In 2008 the Thai Asia Pacific Brewery faced major barriers to advertising Heineken in Thailand. Because of limitations on advertising alcohol during this period it was not allowed to show images of packs of Heineken or anyone drinking it; nor was it allowed to mention any product benefit.

Heineken: Stadium Of Dreams

The Leo Burnett Group Thailand

SUMMARY

Heineken wanted to promote its sponsorship of the UEFA Champions League 2009 by launching a special Heineken UEFA can, engraved with the final score of the UEFA Champions League 2009 final, as part of the design.

We decided to let our consumers take part in the engraving process themselves. So, instead of selling the can after the match ends like other ordinary sponsorship products, we started the sale a few months earlier. We did this by introducing “Stadium of Dreams”: a gigantic live football stadium made of Heineken special edition cans....

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