Heineken’s ‘Champion the Match’ Campaign to Increase Brand Awareness



Case Code : CLMC062
Publication date : 2016
Subject : Marketing Communications
Industry : Beverage
Organization :Heineken International (Heineken)
Length : 04 Pages
Teaching Note : Not Available


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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

The case “Heineken’s Champion the Match’ campaign to Increase Brand Awareness” talks about Heineken’s Champion the Match’ campaign, which was launched in 2015 during the prestigious football tournament, UEFA Champions League (Champions League) in 2015. The campaign was built on the success of its 2013 award winning campaign called ‘Share the Sofa’. The campaign, using social media and the second screen brought together players and fans of the game.


To understand global marketing strategies
To know about campaigning through social media
To learn the importance of brand awareness and association
To discuss how social media can be used as a communications channel
To understand the use of social media to get targeted market response


On February 17, 2015, Dutch brewing company Heineken International (Heineken) launched a social media campaign targeted at football fans. The company, popular for being actively involved in sports related events and sports sponsorship campaigns, had been sponsoring the UEFA Champions League (Champions League) since 2005. The Champions League was one of the most prestigious tournaments in the world and also the most prominent club competition in European football. Heineken’s association with the Champions League helped the company build brand awareness in the European and African markets and also boosted its presence in higher growth emerging markets in Central America and Asia...

Key words:
Heineken ,Brand Awareness ,Marketing ,Consumer research,Global marketing strategy ,Social Media ,Brand Strategy , Advertisement , Brand Association,Football ,Promotion ,Emerging markets ,Second screen, Marketing Communication ,Brand image

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