New campaigns from Formula One (F1) series sponsor Heineken and the activation of recent team sponsorships by Peroni and Estrella demonstrate that no- and low-alcohol beer marketers continue to see sport in general and motor racing in particular as ideal promotional platforms. The new F1 season has already seen Heineken champion its 0.0 brand through… Continue reading Racing & Responsible Drinking: Non-Alcoholic Beer Moves To The Front Of The F1 Grid
Tag: Low Alcohol
Heineken Leverages Its F1 Partnership At Miami Grand Prix Via ‘The Night Is Full Of Great Drivers’
Leveraging its partnership with Formula One (F1), which has long been a key pillar in its responsible drinking programme, Heineken used early may’s Miami Grand Prix to unveil a new campaign called ‘The Night Is Full Of Great Drivers’ featuring star pilots Daniel Ricciardo and Sergio Perez The Dutch brewer, which has been an… Continue reading Heineken Leverages Its F1 Partnership At Miami Grand Prix Via ‘The Night Is Full Of Great Drivers’
Michelob Ultra ‘Save It, See It’ Project Supports Gender Equality In Sport, Media & Marketing
In late August Michelob Ultra launched a blended marketing, partnership and community cause initiative called ‘Save It, See It’ linking a variety of brand initiatives all focused on increasing the visibility of women’s sport. Linked to its promise that by 2025, 50% of its non-product-focused ad campaigns will feature female athletes or women’s sports… Continue reading Michelob Ultra ‘Save It, See It’ Project Supports Gender Equality In Sport, Media & Marketing
Tennis Superstar Rafa Nadal’s Balanced Life Is Focus Of Amstel ULTRA & 0.0 ‘Choose Your Way To Live’
Launched 10 days ahead of the start of the 2021 French Open, Amstel leveraged its new ambassador alliance with tennis superstar and King Of Clay Rafa Nadal (announced in April) through an integrated ‘Choose Your Way To Live’ campaign promoting its low-carb, low-calories Amstel ULTA and Amstel 0.0 beers. The idea is to demonstrate… Continue reading Tennis Superstar Rafa Nadal’s Balanced Life Is Focus Of Amstel ULTRA & 0.0 ‘Choose Your Way To Live’
Samuel Adams’ IPA Tech Sleeve Encourages Responsible Drinking Ahead Of NCAA March Madness
US brewer Sam Adams promoted its non-alcoholic IPA ahead of NCAA March Madness through a high-tech electronic insulated beer can sleeve via a campaign which reminds users to sensibly pace their basketball-watching beer-drinking sessions by sometimes switching to non-alcoholic beer. The brand, which is marketed by Boston Beer, recently introduced its ‘Just the Haze’… Continue reading Samuel Adams’ IPA Tech Sleeve Encourages Responsible Drinking Ahead Of NCAA March Madness
British Grand Prix Drive-In For NHS Workers – Heineken & F1
For the behind-closed-doors 2020 British Grand Prix, F1 global beer partner Heineken promoted its 0.0% no alcohol brand via an immersive, in-person activation for local NHS workers on the Covid-19 front line built around a drive-in, giant screen race viewing and hot lap experience. Territory: UK Agency: Edelman Objectives Heineken… Continue reading British Grand Prix Drive-In For NHS Workers – Heineken & F1
