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The Heineken® brand, as the Official Beer Partner of the UEFA EURO-2020™, has launched a limited edition collectible bottles with a new temporary design on the market, encouraging consumers to kick off the celebrations of one of the most national teams competitions. important worldwide.
The new line is now available in Distribuição Moderna and on the Horeca channel, in OW 25cl and 33cl formats, and each bottle will display the flag of a different country, in a special edition for collectors, which will cover all selections participating in the 16th European football edition (24 countries = 24 bottles). The distribution of bottles in packs will be done at random and this initiative joins another novelty by Heineken® recently launched on the market: a new SKU (18x25cl), which will only be available in Modern Distribution.
These actions are part of the Heineken® campaign for UEFA EURO 2020™ with the motto “Enjoy the rivalry”. This is a multimedia campaign that will be present on television, digital, social media, press and the brand pontoss points of sale, which aims to encourage consumers to live the experience and emotions of UEFA EURO 2020™ at the highest level, whether in a bar or at home.
Developed as part of the partnership with UEFA EURO 2020™, this 360º campaign aims to portray fun situations between ‘opponents’ and encourages all football fans to live a “healthy rivalry” during football competition. Heineken® will also enter the field with an exclusive consumer promotion, which will give away a prize at the end of all 51 matches in the competition.
To participate in the Heineken® “Star of the Match”, each consumer will have to choose in advance the ‘star of the match’, which will then be confirmed or not by UEFA after each European match. The winners of this promotion will be those who make predictions similar to UEFA’s final verdict and are entitled to various prizes, ranging from tickets for the final in London to brand merchandising.