Heineken’s message is “enjoy responsibly” and yet their advertising during UEFA Champions League matches is anything but responsible.
This case example shows how overbearing the advertising is: the entire pitch is frequently encircled by Heineken billboards. The green makes the impression as if the beer brand was part of the pitch.
The message is clear: Heineken belongs to football, like a green pitch belongs to the game.
What is also clear: Heineken targets kids with this aggressive marketing strategy.
This example was retrieved from watching a highlights summary on YouTube.