Heineken has collaborated with upcoming film F1 The Movie, featuring Brad Pitt and Damson Idris, in a marketing move for its namesake brand’s non-alcoholic extension.
The beer giant has tapped into Heineken 0.0’s partnership with Formula 1 to launch a video (below) including the two actors prior to the movie’s release on 25 June, as well as in-film integration. The campaign will also contain exclusive content and behind-the-scenes access via Heineken’s digital and social media channels for the Apple Original Films-created movie.
“At Heineken, we believe culture has the power to shape behaviour,” said global head of Heineken brand, Nabil Nasser. “By becoming part of F1 The Movie, we’re taking the conversation around moderation into a space that’s global, influential and emotionally engaging.
“This partnership [is] about making alcohol-free choices feel natural, accepted and relevant in the moments that matter, especially in social settings.”
Last month, Heineken assumed “official beer and cider” status at the UK’s Silverstone circuit, the home of the British Grand Prix.
