Heineken Ireland: It's Your Call

This case study describes how Heineken, the international beer manufacturer, leveraged its sponsorship of the Rugby World Cup 2015 in Ireland with a campaign that nodded to the RWC idea: 'It's your call'.

It's Your Call

Campaign details

Brand: Heineken IrelandAgency: guns or knivesCountry: Ireland

Background

Heineken was the number 1 selling premium draught lager in the on trade but draught volume was starting to decline and value lagers were continuing to grow in market share along with craft beers.

Heineken was the number 2 lager in the off trade with consumer dwell time in store becoming low and decreasing.

The main competitors were Carlsberg and Guinness. Carlsberg was growing in sales and presence in supermarket & convenience stores. Guinness had a strong target association with rugby; title...

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