May 2, 2007
Creating a Global Campaign
Scott Goodson, a founder of Strawberry Frog has documented the making of the global advertising campaign for Heineken’s sponsorship of the UEFA Champions League.
Scott tells the story of how they made Heineken synonymous with the Champions League.
“The vision for the future was that Heineken loves and believes in the championship spirit of UCL — football beyond borders with the best of the best. Heineken doesn’t sponsor any individual team or league. Its sole football support is UCL because of its shared values — premium, multicultural, worldly, urban, and fun. Championism was all about celebrating Champion’s League Soccer. But even more it was about celebrating anyone who rose to the occasion and displayed the mindset of championism. That meant anyone — doctor, lawyer, accountant, mom, dad, sister and brother, bride, groom, police officer — all connected to the love of Heineken, soccer, and championism.”
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