HEINEKEN AND
THE RUGBY WORLD CUP 2007
PACK
MULTI BINTANG
REFRESHES
DESIGNS
2007
media
RUGBY
Winter 2007
Indonesia's leading beer brand - Bintang Pilsener
- has recently undergone a makeover, with new
bottle labels and can designs refining the iconic
Bintang brand hallmarks. Bintang Pilsener's sister
brand, the alcohol-free Bintang Zero has also
undergone a redesign in line with the new look.
"With this new design, the essential Bintang
trademarks are retained, whilst appearing
fresher and more appealing to customers," says
Indah Soelistyawati, Marketing Director of PT
Multi Bintang Indonesia Niaga. "It's a timely and
carefully-considered evolution, rather than
revolution." This latest packaging makeover also
serves to clearly differentiate Bintang from its
local competitor.
"This is not the first time the Bintang brand
has undergone a facelift," Soelistyawati
continues. "As with most beer brands, there has
been a steady evolution of the label designs since
the brand first appeared on the Indonesian
market in 1931."
Bintang's new packaging has been described
as uniquely Indonesian, with bold red and white
bands proudly flying the country's national
colours. The labels also reflect a sense of quality
and brewing tradition, with the classic
international beer label elements freshly
reinterpreted for a new generation of Indonesian
drinkers.
This year's Rugby World Cup (RWC 2007) taking place in
France, Scotland and Wales in September and October, will be
televised in over 200 countries and will entertain almost two
million spectators at the matches themselves, making it the
biggest sporting event of 2007 and one of the biggest in
history. Twenty nations will be competing in 48 matches over
the six week period, with the final being played in the Stade
de France stadium in Paris, France on 20 October 2007.
Heineken will again be the official beer of the RWC 2007
and continue its long-standing relationship with this event and
the International Rugby Board (IRB), which goes back to the 1995
Rugby World Cup. As part of the fully integrated sponsorship platform,
WORLDCUP
OFFICIAL SPONSOR
Heineken has produced a powerful television commercial
entitled "Continental Shift", as well as four 10-second break-
bumpers for broadcast in the lead-up to and during this
year's RWC. At the same time, Heineken will be launching on
and off premise promotions, a RWC 2007 Heineken website,
RWC 2007 packaging and RWC 2007 Heineken merchandise.
"Through the sponsorship activation campaign for RWC 2007,
Heineken reinforces its position as the international premium
beer and strengthens the association with rugby - Heineken
unites rugby fans from all corners of the globe to celebrate
the passion of "One World One Cup One Beer", says Francois Theron,
Rugby World Cup Project Manager at Heineken.
PAGE 27
