Netherlands: Heineken counts down to Rugby World Cup 2007 with �Continental Shift� campaign

Heineken International announced the launch of its new campaign, entitled �Continental Shift,� officially starting the countdown to the opening game of Rugby World Cup 2007 in Paris on September 7th, according to company�s press release, June 13. Heineken will once again be the Official Beer of the Rugby World Cup and holds Official Sponsor status.

Referring to their new campaign theme �One World, One Cup, One Beer�, Heineken presents a TV commercial in which thousands of fans from all over the world show their passion for the game of rugby and for Heineken beer. The television commercial was shot in a number of iconic locations around the world, and is based around the idea that rugby fans will do anything to get to Rugby World Cup 2007. The result: they scrum down together to shift the world�s continents closer to Paris.

Melinda Eskell, Manager Heineken Brand Communication commented, �Bates Singapore have done a great job with the new campaign. It creates a unique atmosphere around the tournament and will bring enjoyment to Heineken rugby fans around the world. We want to show the epic nature of this world-class event and our world-class beer. It�s all about fans, the game and our beer working as one to literally bring the world closer together.�

The fully integrated campaign comprises a range of activities, including TV and 10 second break bumpers, print ads, cinema ads, on and off premise promotions, promotional packaging, consumer PR activities, and a special website, www.heineken.com/rwc2007, which contains the Heineken Fantasy Rugby 2007 game. The TV commercial recently aired for the first time in New Zealand.

Heineken�s partnership with Rugby World Cup 2007 will be activated with a special focus on the major rugby playing nations of France, UK, Ireland, Australia, New Zealand and South Africa, in line with local advertising laws.