Heineken Leverages Humor and Heartbreak

September 27, 2018 Melissa Ledesma

soccer heineken UEFA Champions League

You’re watching the game, your eyes are glued to the screen, you’re barely blinking. It’s been like this for the past 40 minutes, but nothing has happened. You step away for just a few seconds to run to the bathroom, answer a phone call or grab another beer. While you’re not looking, your team scores.

Heineken understands the pain fans feel when they miss the action. With their new TV spot and the premier of their new tagline, “It’s when nothing happens that anything can happen. That’s Heineken,” the brand strikes a chord with consumers.

Heineken’s latest marketing campaign promotes its sponsorship of soccer’s UEFA Champions League and takes on a humorous tone. Watch it for yourself to see if you laugh or feel heartbreak.

Reactions from individuals in our office:

That was painful, honestly, but hilarious, too. I think this was a great spot for Heineken. It’s memorable, in my opinion.

That was funny. It definitely had me laughing and was very well cast — all the actors had incredible facial expressions.

What a great song choice. This spot tells me that Heineken is there for me through the good and the bad. Whether I miss the winning goal or not, I’ll always have my Heineken.

Heineken taps into the agony almost every fan has felt while watching their favorite teams compete, and the outcome is a funny, stellar and, most importantly, relatable campaign.


To learn more about marketing for soccer, read 2018 FIFA World Cup: The 6 Best Campaigns.

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Contact Digital Media Solutions today.

About the Author

Melissa Ledesma

An innovative problem solver by nature, Melissa Ledesma is both experienced and passionate about the digital marketing industry. She has held a number of high-level positions within the real estate, mortgage, entertainment and digital advertising industries, including Director of PR and Business Development at NJ Lenders Corp. and Director of Communications & Government Affairs at Eastern Bergen County Board of Realtors. As Director of Content & Communications at Digital Media Solutions (DMS), Melissa demonstrates a strategic, creative and tactical approach when handling the thought leadership programs and marketing and communications efforts for DMS and its family of brands. She manages all conferences, sponsorships and event execution and plays a pivotal role in the creation of written, digital and video content for all campaigns. Melissa has consistently positioned the team at DMS as experts in performance marketing across multiple industries.

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