EURO 2016 Case #2 Share

Sagres beer targets kids

Sagres beer brand, of the Heineken corporation, is the biggest beer in Portugal. It’s right on the chest of the training apparel of the Portuguese national team.
Kids loving their stars and team, their heroes, follow every step, every social media post, every news report from the training sessions. They are and will be exposed to alcohol marketing during the whole of EURO2016 – and beyond, as this social media post by Cristiano Ronaldo shows.

The crazy thing: Some players are not even consuming alcohol, like Cristiano Ronaldo. Alcohol marketing is about giving no chance for alcohol-free role models.