Product Integration... Heineken and Tennis?

When you think of the game of tennis...Heineken doesn't generally come to mind.

If this is so true, how did Heineken effectively demonstrate to the general consumer that their product could indeed have a direct impact on the tennis viewing experience? By using humor of course... and leveraging the camera man.

The message here is: Develop unique ways to leverage your brand within sports... A direct correlation does not have to exist - create one of your own by using innovative thinking to drive home a clear and understandable message for consumers!