Heineken has launched a new campaign to celebrate and recognize soccer fans ahead of the UEFA Champions League final this Saturday. The company is seeking to position itself as the brand that understands and rewards the passion of football lovers.

The “Cheers to the Real Hardcore Fans” campaign is being promoted through a multi-faceted media plan that includes TV and online video advertising (TVC/OLV), digital engagement on platforms such as YouTube, Reddit and DAZN, as well as billboards and posters throughout Toronto.

The OOH ads contain clues for fans to use their knowledge of memorable Champions League moments and guess a spot to watch the final in Toronto. The digital ads, meanwhile, showcase real stories of influencers who defy traditional stereotypes of what a typical soccer enthusiast looks like, highlighting the diversity of the fan base and their dedication.

With the media mix, Heineken aims to generate buzz for the UEFA Champions League final, the company’s VP of marketing in Canada Jose Casillas tells Media in Canada.

“We know these channels are most efficient for our target audience based on past experiences, but have added a layer to the media strategy, by engaging consumers in an interactive way through OOH boards and wild postings that test their football knowledge,” Casillas says.

The campaign targets Canadians of legal drinking age, particularly newcomers – this demographic is largely characterized by their passion for soccer, regardless of their age, gender or appearance, Casillas says. “We are targeting this audience because of the growing popularity of soccer in Canada, especially among new Canadians who have a strong cultural connection to the sport,” he explains.

According to him, Heineken decided to launch the campaign now because, despite the rapid growth in popularity of European soccer, fans often struggle to find specific locations to watch matches, as well as communities with similar interests. “This campaign addresses these challenges by creating a unifying experience for hardcore fans,” Casillas says. “It also capitalizes on the growing viewership of football in Canada, positioning Heineken as the go-to beer for these passionate fans.”

The initiative aligns with Heineken’s brand positioning, which aims to present the brand as a beer that connects with soccer fans around the world, says Casillas. By emphasizing inclusion, Heineken also reinforces its role in bringing fans together and, by recognizing their dedication, the company strengthens their loyalty to the brand, Casillas says.

Wavemaker handled media buying, while North Strategic handled PR and influencer relations. Publicis Toronto was behind the strategy and creative execution.