Heineken Paints London Green On The 'Road To The Final'

2nd May 2013

Heineken®, proud sponsor of the UEFA Champions’ League since 2005, is teaming up with licensees to ‘Paint London Green’ as part of its plans to ensure that the Capital’s best pubs are the place to celebrate the final of the competition on May 25 at Wembley.

The UK’s leading cider and beer business has designated 50 handpicked pubs in Central London to become Heineken® ambassador outlets in the run in to the Wembley final. The pubs, which represent a cross-section of tenanted and managed, national and independent free trade outlets will benefit from major investment from HEINEKEN. Support will include the provision of exclusive high-quality Heineken- branded POS materials and a focus on consistently pouring the perfect pint of Heineken using the state-of-the-art Pourtal dispense system and branded glassware, backed by Heineken® Star Serve staff training. Participating pubs will continue to offer their full range of beers, ciders and cask ales whilst featuring Heineken® beer as the centre piece of the promotion.

Lawson Mountstevens, Managing Director-On Trade at HEINEKEN said: “The Painting London Green with Heineken® initiative was originally developed to help customers leverage the benefits of our sponsorship of the UEFA Champions League when the final of the competition was played at Wembley Stadium in 2011.

“Ambassador pubs were beneficiaries of Heineken® investment which gave their outlets improved visibility and ambience which, in turn, attracted more consumers and increased beer sales. We perfected the exercise last year as we capitalised on our status as a supplier and sponsor of the London 2012 Games so, for the third year in a row, Heineken® will enjoy a highly visible presence in London bars as customer outlets are put at the heart of our ‘Road to the Final’ campaign.”

A multi-million pound activation plan for the premium imported beer is spearheaded by an unmissable heavyweight marketing campaign that encompasses new TV advertising on all major commercial channels, video on demand activity on Channel 4, Sky, You Tube , Yahoo and MSN Xbox and the biggest outdoor campaign ever run for the brand in the UK. Below-the-line support activity includes a consumer text-to-win VIP tickets to the UEFA Champions’ League final at Wembley final in all trade channels.