Heineken selects Shine for beach rugby promotion

Heineken has turned to Shine Communications for specialist consumer

PR surrounding its summer beach rugby event.

The lager giant appointed Shine following a three-way pitch against

Communique and Cake.

Shine will work on a project brief to promote the three-day event, which

starts on 20 July at Richmond Athletic Ground, south-west London.

Games are played on a custom-made sand beach, for which 650 tonnes of

sand will be transported in.

Shine account director Charlie Brougham heads the account, reporting to

Rob Mitchell, sponsorship and media manager for Heineken parent company


'We've always been looking to get into rugby,' said Brougham. 'We're a

dedicated sports team and it's one of the only sports we don't


The brief is to develop and run a promotional campaign leading up to the


'We're looking for Shine to help raise awareness of Heineken's

involvement with the beach rugby and communicate Heineken as being a fun

social brand, while retaining credibility in the world of rugby,' said


The win adds to a growing Interbrew sports sponsorship portfolio handled

by Shine, including Stella Artois lager and Murphy's stout.

The beach rugby event launched in 1999 and was sponsored for its first

two years by Fuller's.

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