Heineken Euro 2020: Enjoy the rivalry

Finally together, to be rivals again 

This witty campaign is all about sparking some friendly rivalry among football fans during the EURO 2020 football tournament.

The idea was to create national flag bottles for all participating countries of the tournament. The limited edition flag bottles will be the Hero in all communication. Supporting the packs in store will be a campaign across PR, digital and TV, focusing on the “friendly rivalry that the UEFA Euro 2020 tournament creates”.

Time for Europe to come together again and enjoy the rivalry of this brilliant football tournament, that will for sure go down in the history books as a special one. Keep an eye out on all the fantastic activations to come and get your hands on those beautiful limited edition Heineken bottles!”

Thomas Mulders, Global Sponsorship Manager at The Heineken Company

24 unique labels

Heineken’s goal was to create a package that is unmissable in visibility and unbeatable in the power of activation. 24 label designs were created based on the flag of the participating county with a wide range of variable colors. Andy Bowen, Technical Manager at MCC explains the printing process:

“Keeping to the core brand values it was important to achieve a high-gloss silver and a bright opaque white platform, this ensured each individual flag had striking colours and stood out on the bottle. 

Using gravure-printing technology with specialised cylinder engraving together with a complex multi-image format required extensive prepress planning, many hours were spent checking and matching colour targets to ensure we achieved excellent results first time. It was great to be involved in such an exciting project!”