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
Heineken N.V. Annual Report 2011