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Heineken launches ‘Love Rivalry’ campaign to celebrate Heineken Champions Cup 2023
by Mediateam
Heineken has launched ‘Love Rivalry’, a new campaign encouraging sports fans, and non-sports fans alike, to enjoy some friendly rivalry this spring as Dublin gets set to host the Heineken Champions Cup Final in the Aviva Stadium on Saturday, 20 May.
Heineken has enlisted the help of interagency partners Publicis, Thinkhouse, Red Star and Allied Global Marketing to develop an innovative 360 campaign led by audio out-of-home (OOH) billboards to celebrate the spirit of playful rivalry
To gain insight, and find out how much friendly rivalry is embedded into Irish culture, Thinkhouse teamed up with research partner Bounce Insights, releasing new research revealing Ireland as a fiercely competitive nation, with over 85% of Irish people confessing to ‘loving a good rivalry’.
To ensure all fans (those at home and further afield) could soak up the famous rivalry of the Heineken Champions Cup ahead of the Ulster vs Leinster clash on Saturday, 1 April, Heineken worked with Publicis to develop interactive audio billboards, giving fans the power to push their opponents buttons on game day.
In the lead-up to the big game, fans were invited to send their most annoying voice messages to their rivals on https://love-rivalry.com/ All messages were collated and blasted through ‘Love Rivalry’ audio billboards on game day in their rival team’s city across Ireland and further afield in Durban, South Africa.
Cali by Snoop moves into the rosé category
Hip-hop legend Snoop Dogg and Treasury Wine Estates have moved into the rosé category with the launch of Cali Rosé, a fruit-forward wine aimed at recruiting 18-35 year old consumers into the category through disruption and defiance of convention.
Created in collaboration with Treasury Wine Estates, Cali Rosé is a bright rosé with ripe fresh strawberries, complemented with delicate florals and rose petal aromas. The rosé is fruit forward with raspberry, strawberry, and cherry notes. It is available in Carry Out stores at RRP €16.99
“The love we got when we launched Cali Red last year was incredible,” said Snoop Dogg. “I always said I wanted to create a wine that cuts away all the noise, and looked and tasted like something people who don’t usually drink wine would want to try, and the feedback from my fans shows we bottled that.”
The launch of Cali Rosé will be supported by a sizeable integrated marketing campaign across the Republic of Ireland, which will include disruptive in-store display and promotion, out of home, PR, digital, social and influencer engagement.
“With the final in Dublin coming up on the 20 May, we want everyone in Ireland to feel included in the excitement surrounding the Heineken Champions Cup this year,” said Ronan McCormack, marketing manager, Heineken Ireland.
For more information, see https://love-rivalry.com/
Kopparberg launches new 10-pack format in iconic Strawberry & Lime and Mixed Fruit flavours
Ben Blake, head of marketing EMEA at Treasury Wine Estates, said: “Following the successful launch of Cali Red, we are delighted to be continuing our partnership with music icon Snoop Dogg, and launching Snoop Cali Rosé to the Republic of Ireland this spring.
“Cali by Snoop is a brand that honours Snoop’s story, one which tells of overcoming adversity, beating the odds and taking his place as a leader in contemporary pop culture,” Blake added.
To learn more, visit: www.CalibySnoop.com
Cider has seen a strong start to the year within the off-trade category achieving growth of 5.3%*.
Kopparberg, the independent fruit cider giant and flavour expert, is delighted to be bringing its newly designed 10-pack 330ml format cans to the Irish market in two truly iconic flavours; Strawberry & Lime and Mixed Fruit.
This move is being dictated by changing customer needs. Medium pack sizes currently make up 45% of cider value sales**. Kopparberg is the number one fruit cider brand with eight out of the top 10 SKUs within the category**. The brand is confident these newly designed packs and cans are sure to be a hit. ■
(All data is representative of latest 26 weeks)
*(Sources: Symphony EYC, Dunnhumby. Based on sales in the 26 Week period ending 29 January 2023 compared to the 26 Week period ending 30 January 2022 for all measured stores in Republic of Ireland)
*(Sources: Symphony EYC, Dunnhumby. Based on sales in the 26 Week period ending 29 January 2023 compared to the 26 Week period ending 30 January 2022 for all measured stores in Republic of Ireland of products in the Cider super category).
