Skip to content
Search
AI Powered
Latest Stories

Heineken campaign offers tickets to Champions League final for ‘real hardcore’ fans

Heineken campaign offers tickets to Champions League final for ‘real hardcore’ fans

Heineken has launched a new campaign in time for the UEFA knockout stages, building on the established ‘Fresher Football’ platform that aims to make football more inclusive.

The campaign kicks off with a global competition to find the world’s most dedicated ‘real hardcore’ football fans, with a once-in-a-lifetime opportunity to attend the UEFA Champions League Final up for grabs.


The campaign has set its sights on refreshing what it really means to be a hardcore fan, reclaiming this badge of honour that has for too long been associated with negative behaviour in football.

“There’s a minority of football fans that can spoil the game for everyone else, giving ‘hardcore’ fans a bad name,” says Nabil Nasser, global head of Heineken Brand.

“But those problematic few don’t represent the majority. Our new campaign is a witty twist on the ‘hardcore fan’ stereotype, showing instead what hardcore fandom really looks like, celebrating the diverse group of people who truly live and breathe the sport in a positive, and sometimes quirky way.”

At the heart of the campaign is a film created by Australian director Mark Molloy. The comedic and heartwarming film, inspired by real fans, shows the devotion people have to supporting the beautiful game.

Virgil van Dijk captain of the Netherlands national men’s team alongside existing ambassador Jill Scott, former Lioness , have joined forces on this next chapter in Heineken’s drive for inclusivity in football.

“I used to go to The Stadium of Light with my granddad almost every weekend without fail, come rain or shine,” Scott said.

“But when you think about what a hardcore football fan looks like, most people don’t picture a teenage girl. That’s what I love about Heineken’s new campaign. It’s showing you what real football fans look like and playing on people’s expectations of who a real ‘hardcore’ fan is.”

Virgil van Dijk said: “The ‘Real Hardcore’ fans make me proud and appreciative as a player. I think reclaiming this phrase is important, the historic negative connotations are something we need to remove from the game, no one is born a racist, I think the key things to make change are education and communicating with each other. I hope we can be part of that change, that’s why I’m glad Heineken is challenging the perception of what a real fan is to show there is a place for everyone in the game.”

To emphasise the message of supporting inclusive hardcore fandom, Heineken has set aside seats at the UEFA Champions League final for a select few real hardcore fans that share their stories with us. The winners will be provided with a once-in-a-lifetime final weekend experience.

More for you

TRIP brings viral Magnesium gummies to UK

TRIP brings viral Magnesium gummies to UK

TRIP, the UK’s fastest-growing soft drinks brand for the past two years, is excited to announce the launch of its new Magnesium Gummies.

After taking the market by storm with its award-winning range of functional Mindful Blend drinks, which were its most successful launches ever on Amazon, TRIP is continuing its mission to help people find calm and enjoy the benefits of magnesium in a new and convenient way. The gummies are available for purchase on the TRIP website for £19.60 and soon on Amazon, with plans for wider retail distribution in the coming months.

Keep ReadingShow less
ELFBAR launches its first 4-in-1 pod kit

ELFBAR launches its first 4-in-1 pod kit

Global vaping innovator ELFBAR has introduced its first four-pod system, the ELFBAR 4-in-1 pod kit.

Designed for flavour versatility, the rechargeable pod kit includes four 2ml pods, allowing adults to rotate between four flavours in one device.

Keep ReadingShow less
STG’s festive favourite has a new limited-edition pack

STG’s festive favourite has a new limited-edition pack

Scandinavian Tobacco Group UK has introduced this year’s limited-edition pack for its ever-popular Henri Wintermans Half Corona brand, which is available to retailers now.

The Henri Wintermans Half Corona is easily the biggest brand in the medium / large segment and is now the UK’s fifth biggest selling cigar in value terms, with annual sales worth £16.3m. This new limited edition “Gentleman” pack adds a personal touch to the brand and celebrates its long heritage and continuing success, designed in a timeless pin stripe suit with the logo and information stitched into the fabric, which reflects both the aspirational nature of the product and the attention to detail that goes into crafting these fine cigars. Despite the changes to the packaging, the cigars inside of course remain the same.

Keep ReadingShow less
KP Snacks expands PMP portfolio with Space Raiders Saucy BBQ

KP Snacks expands PMP portfolio with Space Raiders Saucy BBQ

KP Snacks today announces the latest addition to its market-leading PMP range with the launch of Space Raiders Saucy BBQ £1.25 PMP. Available in stores from early November, the new launch combines the fastest-growing Space Raiders flavour with the strength of the £1.25 PMP format.

Capitalising on the growth of “barbecue” flavours, the new launch is well-positioned to engage shoppers and drive impulse sales, with 57% of impulse shoppers purchasing PMPs. The £1.25 PMP format is strong and KP Snacks’ £1.25 PMP portfolio is growing ahead of the segment at +5.2 per cent (vs +4.2 per cent), bolstering sales. By launching Space Raiders Saucy BBQ £1.25 PMP, KP Snacks is tapping into the strength of the segment and appealing to consumer demand for great value and clear pricing.

Keep ReadingShow less
Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign
??????????

Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign

Gordon’s is today unveiling its new ATL campaign, "Mix It Up". The ad, which shows consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%, has been created to empower consumers to moderate their consumption in a way that works for them.

Mix It Up is the first Gordon’s campaign to bring both Gordon’s Pink and Gordon’s Pink alcohol-free variants together in one advert. With 36 per cent of drinkers currently pacing their consumption with soft drinks and 49 per cent of alcohol-free occasions also featuring alcohol, the campaign offers those looking to moderate an option that doesn’t compromise on taste.

Keep ReadingShow less