Heineken is sponsor of the UEFA Champions League. In 2009 the final tournament was in Rome. To celebrate this occasion Heineken launched the “Limited Edition Finale Roma 2009” bottle. How we could communicate the new bottle through a unique brand experience?

For these reasons we chose to use the real symbol of Rome - the Coliseum - in an unexpected way. In this way we celebrated at the same time the unique special edition bottle and the unique event, signed by the message: “27th May 2009. History was made in Rome”.Inside Termini Station an installation was positioned that reproduced the antique Roman arena with the “Limited Edition Finale Roma 2009” bottles.The Heineken Coliseum was created by 1500 bottles, it was 3 metres high and was illuminated by the last generation of LED.

Beer gloss was sold out in two weeks and in a few days the news about this product turns all over the world. On February 14th more than 15.000 beer glosses were offered in pubs, universities and stores.