Beyond the Heineken bottle

(Image Credits: Heineken) Disrupt subtly and still add value. That's how we try to activate sponsorships in sports and entertainment. Consumers buy brands, not products. No one needs to have a Heineken during a Champions League match, but many want to. Once again, the Dutch brand gave a lesson in sports marketing with its latest campaign, The Eyes Dribble. An activation that teaches the most important principles in sponsorship activation: Respon…