The 2011 UEFA Champions League continued to be a hit with consumers. More than 100 of our markets activated this platform, generating more than four billion views during the year. At the beginning of the 2011-2012 season. Heineken® launched its new campaign called 'Legendary football' featuring some real-life Champions League 'legends' in break-bumpers, TV commercials and digital content. In parallel, the award winning, first-of-its-kind interactive digital Heineken® Star Player game was released and will be fully leveraged during 2012. We extended our support of the UEFA Champions League in May. The new contract runs until 2015. The 2011 Rugby World Cup in New Zealand was a big Heineken® success with 670 million views of outadvertising and online content. The sponsorship was activated in more than 20 markets. The new innovative aluminium bottle featuring a surprising 'glow in the dark' effect only seen in ultraviolet light was launched in 40 markets and received a number of design awards, including a prestigious Cannes Lion. As part of our commitment to reduce harmful drinking, we introduced a major new commercial, fully integrated with our 'Open Your World' campaign. This new approach, 'Sunrise belongs to moderate drinkers', aims to make moderate consumption aspirational. This approach is supported by both online and PR investment and will be leveraged in markets across the world throughout 2012. In 2012, we will continue to approach the growth of the Heineken® brand with the same philosophy-to delight and surprise consumers everywhere. Heineken N.V. Annual Report 2011 13

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2011 | | pagina 15