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July 14, 2009

Premium beer brand signs up iris for UEFA campaign

Heineken International has appointed integrated marketing agency iris to leverage its sponsorship of the UEFA Champions League during the 2009-2010 season, following a competitive pitch.

The win will see iris responsible for devising a global activation strategy to leverage the Champions League sponsorship below the line. In addition, iris will create a global creative toolkit to drive sales of Heineken at retail through point-of-sale and experiential.       

“This is a tremendous win for us,” said Paul Bainsfair, European chief executive of iris. “We have developed a compelling idea for Heineken that will run all around the globe and through all stages of next season’s UEFA Champion’s League.”

The campaign is expected to launch in the autumn, in time for the group stage of the Champions League, and will target males over the legal drinking age. Iris will work alongside Heineken’s other roster agencies, which include AKQA and BBH, to deliver an integrated campaign.

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