They tell you be responsible, yet they are not all
Heineken’s message is “enjoy responsibly” and yet their advertising during UEFA Champions League matches is anything but responsible.
This case example shows how overbearing the advertising is: the entire pitch is frequently encircled by Heineken billboards. The green makes the impression as if the beer brand was part of the pitch.
The message is clear: Heineken belongs to football, like a green pitch belongs to the game.
What is also clear: Heineken targets kids with this aggressive marketing strategy.
This example was retrieved from watching a highlights summary on YouTube.