Heineken Leverages Humor and Heartbreak

September 27, 2018 Melissa Piccinich

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.

Reimagining your marketing win?

Contact Digital Media Solutions today.

About the Author

Melissa Piccinich

Melissa Piccinich is a Marketing Manager at Digital Media Solutions (DMS), the fastest growing independent agency focused on performance marketing. In this role, Melissa handles marketing and communications efforts for DMS and its subsidiary brands. Since its inception, DMS has evolved into a full-service performance marketing company that services firms within highly complex and competitive industries including mortgage, education, insurance, consumer brands, automotive, jobs and careers. DMS has achieved incredible year-over-year growth, which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016 and 2017.

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