Heineken – The Dutch Secret Weapon

The Dutch beer market is a highly competitive sector, particularly during the World Cup, when all of the major brands try and appeal to football fans.
  

Heineken – The Dutch Secret Weapon

Agency name: Spark Communicatie Client name: Heineken Nederland Category: Brand Building Country: Netherlands

BACKGROUND

The beer market faces several problems. Because of heavy pressure from competitors it is very difficult to lead a solid promotion policy. Especially during the Soccer World Championships 2006 when many brands try to make the most out of the “Orange lunacy”.*

The challenge for Heineken was to develop a promotional campaign around the World Championships 2006 with the highest possible visibility and impact in Holland, but without being an official sponsor and having...

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