Official Olympic sponsor Heineken is ramping up its marketing activity for the Games by painting 150 London pubs green.
The marketing stunt is part of the Dutch brewer’s raft of promotional activity taking place this summer, which will also see Alexandra Palace renamed Holland Heineken House.
Pubs will be decked out in Heineken green, with banners, posters, beer taps, staff uniforms and Olympics-branded glassware dished out to venues.
The company is also launching a text-to-win competition tied to the Games, with tickets to post-Olympic parties on offer to drinkers in 850 JD Wetherspoon pubs.
Heineken director Lawson Mountstevens told the Daily Mail that the brand expects to increase sales by 2.2 million pints during the spectacle.
“There’s a real wow factor about it and it’s a great opportunity for us to showcase the great British pub,” he added.
Despite the sporting sponsorship, Heineken is simultaneously taking a more innovative approach to its marketing strategy.
The brewer is planning a cultural shift to crowdsource marketing and design ideas from fans, helping to move the brand away from music and sports partnerships, which are the staples of alcohol advertising.