World of Heineken 42 summer 2010 WHAT: The programme's creative concept highlights the love relationship that exists between beer consumers, Mexico's national football team and the World Cup, using Sol's brand characteristics - fresh, relaxed and fun. The campaign showcases consumers asking their 'significant other' for a break, specifically for the duration of the World Cup. And, as the copy states, 'It's not you. It's Mexico,' during this period. The story evolves over five different commercials - until finally the characters return to their partners at the end of the World Cup. WHERE: Mexico - TV, outdoor, POS, on-premise, digital, print, packaging and more. WHEN: May-July, 2010 WHO: Creative Agency: DDB Argentina Media Agency: Starcom Production Agency: Central Films www.sol.com.mx 25

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 2010 | | pagina 27