Finnish Pride? HEL YES!
-^Sharing the Glory
World of Heineken 43 winter 2010
Finland showcased sources of national pride in the UK
capital during the London Design Festival in September
and October. The event shared Finnish pride in nature,
top-class design, and the pure natural flavours of Lapin
Kulta, Finland's most internationally successful beer.
The FHEL YES! pop-up restaurant and exhibition was created
by the enterprising Finnish Institute, and was dedicated
to all things Finnish. The HEL YES! Restaurant combined
culinary art and design in food and beverages to showcase
Finnish flavours: roe, game, mushrooms, berries and
Lapin Kulta. The kitchen was specially designed by Finnish
designer Linda Bergroth for the Lapin Kulta brand. The
restaurant was fully booked throughout the exhibition and
each night 200 lucky guests enjoyed the Finnish delicacies
on offer with, of course, a chilled Lapin Kulta!
HEL YES! was the number one meeting place for London's
design crowd during the London Design Festival, and was
one of the most talked about exhibitions. "It is great to see
these eminent and internationally successful Finnish brands
featured in a new and different way on the international
market," says Pekko Koski, Lapin Kulta Brand Manager at
Heineken's Finnish subsidiary, Hartwall. "We hope that this
unique experience surprised the Design Festival audience
with its genuineness and individuality."
The Heineken Rugby World Cup Tour, which brings the
prized Webb Ellis Cup to thousands of rugby fans ahead of
the 2011 tournament, is underway.
Heineken is taking the Cup from New Zealand to Ireland to
Japan and Hong Kong in March and to South Africa in April.
By May, the trophy will be in Argentina before returning
to New Zealand via Australia for the tournament kick-off
in September.
The tour activates Heineken's global Rugby World Cup
(RWC) campaign and provides markets with an exciting
platform to launch their RWC activations. Media events
will be attended by rugby legends from around the globe
including Joel Stransky, Fergus Slattery, Michael Lynagh,
Tony Daly, Nick Farr Jones, Frangois Pienaar, Jonah Lomu,
Will Greenwood, and David Kirk. In addition, memorabilia
items, such as signed shirts and RWC medals, will be on
display at the tour venues.
Speaking at Auckland's Eden Park stadium during the
September tour launch, rugby legend Taine Randell, official
Heineken tour ambassador and former captain of the New
Zealand All Blacks, said: "Holding the Cup is every rugby
fan's dream. I am pleased that Heineken has been able to
take the Cup on tour around the world."
The tour will be supported by continuous updates on
Facebook. Local media coverage will be driven by
footage provided daily from the events, which are
open to the public.
Heineken is no stranger to rugby. It has sponsored the
Heineken Cup since 1996 and the Rugby World Cup on
three previous occasions -1995, 2003 and 2007. The
international premium credentials of the Heineken brand
and the Rugby World Cup are a perfect match. Both
have a long history, a sense of adventure and the same
target consumer.
www.facebook.com/heineken
3
Sponsorship of the 2011 Rugby World Cup
has already started to pay off
