Official partner of the UEFA Euro 2020 Heineken has launched a limited edition range of bottles.
The new range will be available in multiple formats across Heineken (5%) and Heineken 0.0, and will each feature a different country’s flag, with the entire collection encompassing all of the qualifying teams. The brand will also be kicking off a competition for consumers to win match tickets to UEFA EURO 2020 or an Official Adidas match ball if the tournament is disrupted.
Supporting the limited edition packs will be an extensive multi-million multi-channel campaign across PR, digital and TV, focusing on the friendly rivalry that the UEFA EURO 2020 tournament creates.
Beer brand unit director Matt Saltzstein said: “Sporting events such as UEFA EURO 2020 present a massive opportunity for retailers to grow their beer sales further. As a global partner of the championship, Heineken is naturally best placed to help retailers fulfil this goal and our new limited edition bottles and on-pack promotions are just two ways we are doing this. By creating excitement around the tournament, as well as helping to promote it in store through eye-catching bottle designs, we aim to give retailers all the tools they need to have a successful UEFA EURO 2020 activation.”