Tuesday, March 23, 2010

The Heineken Case Study

As someone who writes case studies rather often, I found this to be pretty funny.

Now, all jokes aside, this was a brilliant move for the folks at Heineken. UEFA is much like NASCAR here in the United States, overbranded yet obligatory to participate. No self respecting CPG and serveco (my word for service company, please start passing it on) would ever be left out of the mix for fear of losing ground.

This well executed prank did what few have been able to do, get their brand recognized above all the others. Usually the winning brand is the company that shelled out the massive amount of cash to get on the jersey, this time Heineken completely stole the (I should also add that this really sucks for online casino Bwin.com who owns the spots on both AC Milan and Real Madrid.)

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