- Heinz and Heineken have teamed up to launch a limited edition co-branded six-pack – a bottle of ketchup with five bottles of beer.
- The collaboration comes as the World Cup kicks off.
- The tag line “The match we’ve all been waiting for.”
The World Cup is kicking off this week and with many brands activating, companies are looking for ways to break through the noise. This collaboration between two iconic brands is designed for virality and talkability.
“After 150 years, it’s time to make the relationship official…,” wrote Todd Kaplan, chief marketing officer, North America at the Kraft Heinz Company on LinkedIn. “Heinz and Heineken have been at the same parties for generations. Backyard BBQs. Sports watch parties. Restaurants. Summer gatherings with family and friends. So now we are making it official.”
Kaplan went on to explain that the effort campaign is not about creating new consumer behaviors but “celebrating the ones that have been a part of consumers’ lives for generations.”
