The London Organizing Committee for the Olympic Games and Paralympic Games (LOCOG) has appointed Heineken UK, Britain’s leading brewer, as Official Lager Supplier and sponsor of London 2012 in a tier three sponsorship deal.
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Ahead of the upcoming St Patrick’s Day (17 March), brands are busy launching new products and editions to celebrate the big holiday. The Guinness beer and the Jameson whisky are traditionally considered as the most Irish trademarks, and they just couldn’t miss the date. As part of the upcoming celebration, the brands have announced two products which are totally dedicated to the holiday—HP Guinness Sauce, designed by leading London brand consultancy Bulletproof, and limited edition Jameson bottle, created in collaboration with acclaimed designer Paul Daly.
While its rivals Guinness and Grolsch are releasing mini projects inspired by the upcoming Christmas celebrations, Heineken has made it big by introducing a campaign featuring a new global tagline. With a bunch of innovations launched this year to be rolled out heavily in 2011, the brand decided to change its ‘Meet you there’ motto highlighted in a series of hilarious adverts including the hilarious ‘Walk-in fridge’ spots for a more intriguing one, calling to ‘Open your world’.