Holland for Heineken
Perhaps you have seen Marco and Marko, two Dutchmen who are going to cheer for your team this World Cup. The two multi-lingual men appear on 14 different websites proclaiming that they are Holland for Japan, Holland for USA, etc. I was a bit confused by this myself since there is no reason for anyone in Holland to root for another team and because they didn’t have a “Holland for” site to support my favorite team, Angola. But now I have found out that it is all part of a fairly clever campaign by the people who make Heineken beer.
Back in 2004 at the European Championships in Portugal, Dutch fans were seen sporting hats in the shape of megaphones bearing the Heineken name. This, of course, pissed off the FIFA sponsorship police and fans were told to give up their hats or forever feel the wrath of Sepp Blatter.
The same rules apply for the World Cup in Germany with that pisswater known as Budweiser ruling the roost. Heineken won’t be deterred though. As you can see from the advert below they have found a great way for fans to wear their megaphone hats – the hats worn by Marco and Marko - incognito.
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Comments
By Walter | May 28th, 2006 at 4:30 pm 
If that hat can act as a beer funnel I might just have to get one.
By Trent | May 28th, 2006 at 4:33 pm Pretty damn clever. And funny.
By Tomislav Chagall | May 28th, 2006 at 6:07 pm the international versions are totally far out — especially the way they read their text in the respective language? i only got one third of it in serbian and 10 per cent in japanese, haha. organized confusion!
Posted from 
Germany
By robert | May 29th, 2006 at 8:27 am 
Netherlands By arjan | May 29th, 2006 at 8:40 am By indekakker.be When the shit hits the fan! » Blog Archive » World Cup Day 2 | June 10th, 2006 at 11:54 pm [...] Hollands secret weapon here & Holland for heineken! [...]
Posted from 
Belgium
By Ruth | June 17th, 2006 at 11:05 pm Not too far off considering plenty of Dutch fans had to watch the match with Ivory Coast while only in underwear because of beer advertisements on their clothes that violated the mighty Bud control of the Cup games.
Posted from 
United States
By Dutch Fans Watch Game in Nothing but Underwear - FIFA World Cup 2006 - World Cup 2006 Blog | June 18th, 2006 at 11:00 am [...] This isn’t the first time the Dutch have tried covert, ambush marketing in the name of their nation’s beer. During the 2004 European Championships, hundreds of fans were forced to remove megaphone hats bearing the name Heineken. That led to an online marketing campaign this year featuring a unique way to sneak in those Heineken hats. [...]
Posted from United States
By Vivian | June 19th, 2006 at 9:56 pm Can someone tell me how I can get a hat? I want one BAD!
By Kev Smith | June 22nd, 2006 at 11:07 am I want a megaphone hat. Hwere cqan I get one from apart from the gates of every stadium that Holland play in. Any help or donation appreciated.
Posted from 
United Kingdom
By Stephen | June 23rd, 2006 at 6:43 pm By BlackScorpion | June 26th, 2006 at 1:07 pm Its a shame the anti-fairplay attitude of Holland against Portugal, when the dutch player doesn’t pass the ball to portuguese team, after the portugueses send the ball out to be done medical assistence to a player. Fair tackle of the portuguese player on the dutch, those kind of people shouldn’t be in football
By thinktopia » Blog Archive » World Cup Soccer a primal brand | July 7th, 2006 at 11:28 pm [...] The World Cup is happening right now, which is a primal brand that recurs every couple years. The creation story goes way back, probably to people kicking severed heads around a field (OK, no one knows for sure) or more realistically, to some Roman games. The creed, of course, is to win. The winning country knows the thrill of victory, which suddenly brings even also-ran countries like Ghana, Turkey and Spain briefly into the international limelight. The icons of World Cup soccer are the trophy, the field, the uniforms, the enthused and sometimes rabid fans, the special soccer ball. Fan fight songs are also iconic. (I happened to be in Paddington Station one Sunday as Bristol fans arrived in London, transported in guarded train cars. The inside of the station shook as the fans marched, bellowing their ritual fight song.) The rituals included have all the fanfare of the U.S.’s own Super Bowl Sunday (although World Cup is a global rite attended by 5 billion people around the world via satellite, webphone or in person). The games themselves are rites. The parades, fans girding themselves to be present in the stands, at pubs and on the street. Drinking is a rite with sometimes deadly side effects. How big of a fan are you? Well, that depends on how well you know the words. The sacred words attending soccer are not unlike the lexicon of other sports: you have to know the names of the teams, the players, the famous plays, the stats as well as the rules of the game. How well you know the words, fixes your place in the hierarchy of soccer fans. Nonbelievers, of course, are the opposing teams. And people (Americans) who watch football, but not foosball (the rest of the world). The leaders are the coaches, the star players, the television and radio announcers who keep billions of people tuned into a game that ironically the United States hardly understands, yet the rest of humanity craves and adores. [...]
Posted from United States
By Brandon | July 8th, 2006 at 2:14 am Where can I get one of those hats?! We were just in Amsterdam a few weeks ago and saw a bunch of people wearing them but didn’t have time to get one. Please someone!! 
Posted from United States
By ackshen | December 28th, 2007 at 9:42 pm Please check the two links as below:
1: http://www.partyspromotion.com/view.asp?Tid=312&id=3854
2: http://www.partyspromotion.com/view.asp?Tid=312&id=3845
Posted from 
China
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Posted from 
Australia
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