With Norway's advertising laws preventing alcohol brands promoting themselves in Oslo, the beer company is shifting its focus from the host city to a venue in east London. Oslo Hackney will be transformed into a watch party dedicated to women's football fans and grassroots communities, raising money for local communities supporting women's football.
Heineken pulls the curtain on its secretive social media war room for the Champions League to reveal how it is actually a test for how it can distil global creative locally to 120 different markets. While football fans were lamenting the dire quality of English football last night (25 February) following Arsenal's shock defeat to French underdogs Monaco, Heineken marketers were busy trying to avoid a similar slip up in the digital arena.
Signage along central London Bakerloo line stations are being rebranded as "Bakerl0.0" and "Waterl0.0" as part of an advertising campaign by Heineken to promote its zero alcohol products. Emma Vogelmann from Transport for All said getting around London with confidence and ease depended on having "consistent, recognisable information across the Tube network". Transport for London (TfL) said advertising campaigns provide additional funding and are "fully assessed to ensure they do not impact services, staff or customers".